This spring, Google expanded its Shopping feed specification with a new group of attributes known as conversational attributes. These are six optional elements with one shared goal: helping Google’s AI Mode in Search better understand what your product actually offers, and match it to increasingly detailed, conversational customer queries. And if you’re on the fence about whether it’s even worth bothering with these attributes, consider this: according to Google, AI Mode passed the 1‑billion-monthly-user mark within a year of launch, and query volume is more than doubling every quarter.

Since February 2026, OpenAI has been testing paid ads directly within ChatGPT conversations, gradually adding tools, formats, and features that resemble established advertising platforms such as Google Ads or Meta Ads — just in a completely different environment. OpenAI has now announced that it will expand OpenAI Ads to 31 European countries next week. That’s one more reason to find out right now how OpenAI Ads actually works.

In this case study, we show a practical approach to working with context, product descriptions, and other data in Mergado so they can be effectively used for content generation with a language model.

This case study was prepared by UAWC, a performance marketing agency specializing in data-driven advertising strategies. It is based on a real eCommerce project in which Mergado was used to audit, restructure, and optimize the product feed as part of a broader setup for Meta Ads.

Almost everyone knows that on Meta, creative is one of the most important aspects of advertising. Companies experiment with new formats, memes, reactions to current trends, clickbait banners, and even controversial videos. It could be said that creativity in ads on this platform comes in all colors.Despite this, there is one important and for e‑commerce almost indispensable ad format that is rarely worked with visually: dynamic product ads.