How the agent gets built
The format replaces the landing page with a conversation. Clicking the ad opens a business-specific AI agent that can answer product questions, make recommendations, schedule appointments, troubleshoot, and qualify leads without the shopper ever reaching a website.
That agent is assembled from three inputs. ChatGPT crawls the advertiser's site and generates a business profile automatically. The advertiser then layers on custom instructions and connects data sources, which include product feeds, Model Context Protocol tools for live data, and lead-generation forms. Underneath, it runs on the same infrastructure as Custom GPTs.
What is still unknown
OpenAI has not announced any of this. Entrepreneur Juozas Kaziukenas found the capabilities inside ChatGPT Ads Manager and posted them on LinkedIn, and they appear to be reaching a limited group of advertisers.
The shopper-facing half has not been widely observed, so how these ads render and how prominently they sit in a conversation is unknown. A format that answers questions instead of routing to a page changes what a click is worth and what a conversion looks like, and none of those mechanics have been described.
What to do about it
Read your product pages the way a crawler would
The automatic business profile is built from what a crawler can extract, which means missing specs, thin descriptions, and availability that disagrees with the feed become gaps in what any agent can say about you. Fix that on its merits, since the same completeness governs AI Overviews and AI Mode today whether or not this format ever ships.