Getting Granular

The Click Brief Podcast: January 2026

Episode Summary

January didn’t ease into 2026, it accelerated it. Jeremy Packee and Emily Anderson break down OpenAI officially testing ads in ChatGPT, TikTok’s sweeping Smart Plus automation updates, and Google’s push into agentic commerce with AI-native checkout and a new Universal Commerce Protocol. They also react to this year’s AI-heavy Super Bowl ads from OpenAI, Anthropic (Claude), and Google Gemini — and debate who actually communicated value best. They also react to this year’s AI-heavy Super Bowl ads from OpenAI, Anthropic (Claude), and Google Gemini, and debate which brand actually demonstrated real value for everyday users. If December was quiet, January made it clear: AI-driven advertising is moving fast and the commerce experience is changing with it.

Episode Notes

OpenAI Tests Ads in ChatGPT

Ads rolling out to Free and Go users in the U.S.
~$60 CPM chatter for high-intent queries
Strict privacy guardrails emphasized
Relevancy and user trust will determine long-term viability

TikTok Smart Plus + Platform Updates

Smart Plus automation reduces manual setup
TikTok One centralizes creator tools and production
Pulse Suite expands premium adjacency options
Market Scope introduces deeper first-party analytics

Google’s Agentic Commerce Push

Universal Commerce Protocol (UCP) standardizes AI-to-retailer communication
AI Mode and Gemini enable direct checkout within the interface
Branded AI agents and in-AI offers reshape the purchase journey
Structured product data becomes increasingly critical

Other Platform Updates

Google expands PMax controls and budget options
Microsoft introduces Copilot checkout
Pinterest highlights Gen Z’s pushback against algorithmic sameness

Super Bowl AI Ad Reactions

OpenAI: “You can just build things” — inspirational but abstract
Anthropic (Claude): Anti-ad positioning with humor
Google Gemini: Emotional, practical demonstration of real-world AI use

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