01THE AD DESKYour assistant has been invited to lunchThe sponsor would like a word before the recommendation.
Mobian says TIME is running its Agent Ads: labeled sponsored blocks inserted into machine-readable versions of publisher pages. Registered AI agents receive that version at the original URL; human readers and search crawlers keep the ordinary page. The pitch comes from Mobian's own sponsored explainer, updated in September, rather than an independent audit. Mobian's description
That moves the advertising encounter upstream. A person may never see the page their assistant reads. Our concern is what survives the summary: a sponsor's claim needs to keep its attribution when it becomes an answer. The source does not establish how often assistants preserve that label.
The business models are diverging. Anthropic's February 4 statement commits Claude to remaining ad-free. Google's latest expansion and OpenAI's Sponsored Agents test take other routes, detailed below. Advertising is becoming part of the product design, with very different places to put the disclosure. Anthropic's commitment and today's quote



