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Wire · technology

OpenAI ad experiment could change what happens after the click

4 August 2026 · By · Wire by Fusion42

Published

4 August 2026

Topic

technology

◆ Sectors

Enterprise SoftwareAI Agents

◆ Source

Read at martech.org →

◆ Verified

Fusion42 · 1 September 2026 · Fusion42 review

OpenAI is testing a new ad format that replaces traditional landing pages with AI-powered business agents in ChatGPT, which can answer questions, recommend products, and capture leads directly in conversation. This shifts the digital advertising model from click-to-website to click-to-conversation, potentially transforming customer engagement and lead generation.

This Wire brief sits within Fusion42's coverage of Enterprise Software and AI Agents.

◆ ◆ The Wire takeaway

ChatGPT ads change how you capture customers by making conversations your main sales channel. You can now compete by building smarter business agents that close leads before a website visit.

◆ Coverage

1 source · 4 Aug 2026

◆ Related on Wire

◆ Topics

Enterprise SoftwareAI Agentsai-adschatgptconversational-ailead-generationadvertising