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.
ChatGPT is no longer just answering questions, it’s becoming a new sales channel. With product search powered by feeds and Instant Checkout enabled by ACP integrations, shoppers can go from discovery to purchase without ever leaving the chat. Mergado already supports the official ChatGPT feed format, giving retailers a fast path into this new channel.
