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# OpenAI tests ad format that opens a chat, not a website
- URL: https://www.medianexis.com/openai-tests-ad-format-that-opens-a-chat-not-a-website/
- Published: 2026-09-15T23:17:58.000Z
- Updated: 2026-09-17T15:27:41.000Z
- Description: OpenAI is piloting a new ad unit that turns a ChatGPT ad click into a branded chat with an AI agent instead of a site visit. Wayfair confirmed it’s testing the format, called Sponsored Agent, at limited scale.
- Author: Fabric.Media Editorial
- Tags: Ad-tech, AI, Krystal Scanlon, OpenAI tests ad format that opens a chat, not a website

**Why it matters.** Retailers must weigh keeping shoppers inside ChatGPT’s conversational funnel against losing the first-party data they’d capture on their own sites.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Krystal Scanlon*](https://www.medianexis.com/tag/by-krystal-scanlon/) *·* [*read the original*](https://digiday.com/marketing/openais-next-chatgpt-ad-format-click-to-chat-not-to-site/?ref=medianexis.com)*.*