Ads in ChatGPT have introduced a new form of conquesting, where a rival pays to run an ad as consumers research competitors, differing from traditional search and forcing brands to adjust their generative engine optimization and paid strategies for ChatGPT, according to experts cited by Ad Age. The article, published July 01, 2026 05:10 AM EDT, notes that OpenAI’s David Dugan stated at Cannes that roughly 20% of the queries coming into ChatGPT have a direct commercial intent.