OpenAI introduces a new ChatGPT ad that opens a branded conversation instead of sending users to a website, aiming to turn clicks into AI-driven interactions.

OpenAI has unveiled its first AI‑native advertising format, a ChatGPT‑based ad that launches a branded conversation rather than directing users to a traditional landing page.

How the “click‑to‑chat” format works

When a user clicks the ad, a chat window opens within the platform, pre‑populated with a prompt that introduces the brand and invites the user to ask questions. The interaction is powered by OpenAI’s language models, allowing the conversation to flow naturally and adapt to the user’s interests in real time.

The format is designed to capture attention at the moment of interest and keep users engaged within the AI environment, turning a simple click into a dynamic, two‑way dialogue.

Potential benefits for advertisers

  • Higher engagement by leveraging conversational AI rather than static webpages
  • Immediate data collection on user preferences through chat interactions
  • Ability to personalize messaging on the fly based on user responses
  • Reduced friction by eliminating the need to load external sites

Advertisers can also integrate brand‑specific knowledge bases, product catalogs, or promotional offers directly into the chat, creating a seamless experience that feels more like a personal assistant than a traditional ad.

Challenges and considerations

While the format promises richer interaction, it also raises questions about privacy, moderation, and the quality of AI‑generated responses. Brands will need to monitor conversations to ensure compliance with advertising standards and to prevent misinformation.

OpenAI has indicated that the chat logs will be subject to its standard data usage policies, and advertisers will have access to analytics that measure conversation length, sentiment, and conversion outcomes.

The rollout is initially limited to select partners, with broader availability expected later in the year as the platform refines the user experience and measurement tools.

For more details, see Digiday coverage of OpenAI's new ChatGPT ad format.