LISBON, Nov 12 — Many AI platforms will end up eventually adopting advertising, the chief executive of the online advertising agency Criteo told AFP Tuesday, as investors are focused on whether the technology will ever be profitable.

“I believe that a lot of AI platforms will find their way to advertising models over time,” said the group’s chief executive Michael Komasinski on the sidelines of the Web Summit in Lisbon.

“Advertising is the most scalable business model in the world. It has paid for most of the large platforms that we all use and enjoy today, whether it’s Google, Meta, Snapchat.

“The ad formats will continue to become more interesting, more innovative, and certainly more native to that conversational experience,” he added.