Source: Search Engine Land
Rather than sending ChatGPT users to external websites, OpenAI is embedding executable AI agents directly into ads—turning the chat interface itself into a transaction and fulfillment space. This collapses the ad-to-conversion funnel and gives OpenAI significant leverage over how merchants reach customers, since ChatGPT becomes both the discovery layer and the point of sale. Advertisers will need to rebuild their customer journeys for a conversational, agent-native environment, changing ad creative requirements and reducing the economic value of owning a website.