OpenAI appears to be experimenting with a new ChatGPT advertising format that replaces the traditional destination website with a conversational AI agent tailored to each business. Instead of sending users to a landing page, clicking an ad would open a business-specific ChatGPT conversation equipped to answer questions, surface products, and capture leads. The workflow has three key components: business profiling, where ChatGPT crawls a company’s website to generate a profile including common customer questions and support information; business agent creation, where advertisers configure an agent using custom instructions, product feeds, Model Context Protocol (MCP) tools, and custom lead-generation forms; and agent-powered campaigns, which point users directly into conversations with the business agent rather than a website URL. The underlying technology appears to be the same foundation that powers Custom GPTs. This model flips the traditional advertising paradigm, making the conversation, not the website, the destination. These capabilities appear to be available today in the ChatGPT Ads Manager for a limited group of advertisers. The end-user experience has not yet been widely observed. The new ad type option was spotted by Entrepreneur Juozas Kaziukėnas, who shared it on LinkedIn.