Driving a shift in how advertisers reach and convert users within conversational AI
Oct 15, 2025
With ChatGPT’s introduction of integrated apps (via an Apps SDK), chat is evolving from a service interface into a direct performance marketing channel combining merchandising, content, and conversion opportunities.
Key takeaways
- Convergence of functions: ChatGPT’s app integrations allow brands to embed product data, content, and services directly within chat, blurring the line between discovery and transaction.
- Earlier intent capture: Chat becomes a place where users express needs conversationally, enabling advertisers to intercept intent before traditional search triggers engage.
- New performance funnel: Instead of pushing users out to external sites, brands can guide decisions and purchases inside chat flows, shortening conversion paths.
- SDK unlocks brand control: With the Apps SDK, brands can push richer interactive experiences (maps, product previews, service modules) natively in chat.
- Implications for ad models: The shift challenges advertisers to rethink attribution, media mix, and message design in a channel where conversations, not clicks, are central.
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