OpenAI's next ChatGPT ad format: click to chat, not to site

Why it matters

OpenAI is testing an ad format where users click to chat with a branded AI agent inside ChatGPT rather than being sent to a website. It reframes the ad unit as a conversation, not a link, with big implications for measurement and landing-page thinking. This is the clearest sign yet that assistant surfaces are becoming a paid media channel.

The source