Chat becomes a performance channel

Driving a shift in how advertisers reach and convert users within conversational AI

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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