OpenAI is testing a ChatGPT ad format that sends the click into a conversation with the advertiser's own AI agent rather than out to a website, according to Juozas Kaziukenas, who found the option sitting in ChatGPT Ads Manager. OpenAI crawls the advertiser's site first and builds a business profile from it, covering the questions customers tend to ask, support details, and general context. The advertiser then configures an agent on top of that profile using custom instructions, product feeds, MCP tools for live data, and lead capture forms, and runs a campaign pointed at the agent instead of a URL. The campaign type is labeled Agent and is open to a limited group of advertisers. Nobody has reported seeing one as a user yet, so how the ads look inside ChatGPT is still unknown.
