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OpenAI tests ChatGPT ads that link to brand agents instead of websites

OpenAI is testing a new ad format in ChatGPT where clicking an ad opens a conversation with a brand's AI agent within the chat interface, rather than redirecting to the advertiser's website. This shifts the advertising funnel from a click to a conversation. The format is being tested with companies like Wayfair, who confirmed participation. OpenAI has not commented. The ads are labeled and OpenAI states advertisers cannot influence chatbot responses or access user data, only aggregated performance data. This development could change how brands engage consumers and how ad success is measured, focusing on conversation quality rather than clicks.

• OpenAI is testing a 'click-to-chat' ad format that opens a conversation with a brand's AI agent in ChatGPT.
• The new format replaces traditional website landing pages with chatbot dialogues.
• Ads are available in 31 European markets, including Germany.

Brands Chase Premium Shoppers Amid Tough Economy

Published August 17, 2026, the Modern Retail piece examines a trend of retailers and consumer brands trying to court higher‑income or higher‑spending customers during a challenging economic environment. The article cites Wayfair’s second‑quarter results — including 7.5% year‑over‑year revenue growth and Perigold’s more than 35% Q2 sales increase — as an example of a broader strategy where brands reposition products and marketing to capture premium buyers. The story also references related retail signals, such as falling retail construction completions reported by CBRE.

• During its second‑quarter earnings call, Wayfair said Perigold sales grew by more than 35% in the second quarter.
• Wayfair’s overall revenue grew 7.5% year over year in the second quarter.
• The article was published on August 17, 2026.

High-income shoppers drive Wayfair Q2 revenue gains

Wayfair reported stronger-than-expected Q2 results driven by higher-income shoppers and growth in its upscale Perigold banner. Overall Q2 revenue rose 7.5% year-over-year to $3.5 billion, while Wayfair posted a $1 million net loss versus $15 million net income in the prior-year period. Wayfair’s U.S. segment increased nearly 9% year-over-year; orders were up 6% year-over-year and more than 12% from Q1, and active customers grew to 21.7 million. Perigold grew by more than 35% in Q2 and its customers spend about three times what a typical Wayfair.com shopper spends annually. Wayfair said it has opened two Perigold stores, plans a Perigold loyalty program later in the year, and expects high-single-digit revenue growth and a 29.5%–30.5% gross margin in Q3.

• Overall Q2 revenue increased 7.5% year over year to $3.5 billion.
• Wayfair’s U.S. segment increased nearly 9% year over year in Q2.
• Perigold banner grew by more than 35% in Q2; Perigold customers spend about three times what a typical Wayfair.com shopper spends annually.