AI: Risk or Opportunity for Sensitive Verticals

Artificial intelligence is no longer a futuristic concept: it is transforming the way consumers discover, evaluate, and choose products or services. According to the AI Disruption Index, AI is compressing stages of the traditional funnel (from inspiration to conversion) into much faster and more personalized experiences, especially through AI agents and language models that respond directly to user queries.

For brands and performance teams, this represents a dual challenge:

1. Brand visibility at stake: if AI provides answers or recommendations without the need for traditional searches or ads, brand exposure may decrease.
2. Shift in acquisition metrics: the impact of classic channels such as organic/paid search, display, or affiliates is reduced as AI becomes the user’s main entry point.

Verticals at Greater Risk 👀

Some industries are particularly exposed to AI-driven disruption. Education, due to its highly customizable nature, and iGaming, with demanding users accustomed to personalized experiences, are seeing how AI can radically change the way customers are acquired and retained.

iGaming: Moderate Risk, Retention Opportunity 🕹️

In iGaming, the immediate impact of AI on acquisition may be less drastic, as users already expect personalized interfaces and deep engagement. However, AI is changing how players compare and discover platforms: if an AI assistant suggests a competitor or a specific game, the value of traditional acquisition channels may decline significantly.

Tips and best practices:

• ✅ Optimize your first-party data to feed predictive models and deliver personalized experiences within the app or website.
• ✅ Focus campaigns on retention and in-app rewards, where the relationship with the user is stronger.
• ✅ Adjust your attribution metrics, considering conversions that may occur outside traditional clicks.

Education: High Exposure to Disruption 📚

Education is one of the verticals most vulnerable to AI. AI tools can deliver personalized learning at a low cost, reducing dependence on traditional channels. Educational platforms that fail to strengthen their own direct relationship channels with students (for example, apps with deep engagement) could be displaced by more accessible AI solutions.

Tips and best practices:

• ✅ Develop proprietary content and certifications that cannot be easily replicated by generic AI tools.
• ✅ Highlight human differentiators in performance campaigns, such as mentors, community, and official accreditations.
• ✅ Strengthen retention and re-engagement through continuous, personalized experiences.

General Strategy for Performance Campaigns ☝️

The key to turning AI disruption into opportunity is to cultivate long-term customer relationships and own your interaction channels: apps, loyalty programs, and personalized experiences that AI cannot easily replace.

Brands that invest in deep personalization, first-party data, and real engagement will be better positioned to transform disruption into growth rather than risk.