OpenAI has launched what the source describes as its first AI-native ad format, and the change is in where the click leads. Instead of an ad sending a reader away to a brand's website, the click opens a conversation with an AI agent inside ChatGPT.
That is the difference from the previous option. The older pattern moved the person out of the assistant and onto a page the brand controls; the new one keeps the exchange inside ChatGPT, so the brand's agent answers in the same place the question was asked. The source frames this as the ad moving beyond the basic format to become an entry point into a conversation with the brand's AI agent.
For anyone using AI for everyday work, the practical consequence is that the thing on the other side of an ad may now be a conversational agent rather than a landing page. That changes what you do after clicking: you ask, it answers, and the exchange continues in the assistant rather than on a separate site you have to navigate and leave.
What the evidence does not cover is just as important. It does not say what the format costs, when it is available, which brands are using it, or how the brand's agent is built, trained or limited. There is nothing here about how the conversation is stored or what happens to it afterwards. Treat this as a description of a direction rather than a how-to, and expect the practical details to matter more than the announcement when they arrive.
The honest reading is that the interesting part is not the advertising mechanics but the click. A click that used to end your session in the assistant now extends it, with a brand's agent on the other end.