Ads are now being tested in ChatGPT, marking a significant shift in how advertisers approach user engagement. Unlike traditional platforms that rely heavily on keywords and search volume, ChatGPT emphasizes understanding user behavior and psychology. Users engage with ChatGPT to solve problems or make decisions, which requires a different advertising strategy. Advertisers can’t just replicate tactics from search or social media; they must consider how ads fit into users’ tasks and help them achieve specific goals. In this task-oriented environment, user behavior shifts dramatically. People focus on completing tasks, filtering out distractions. Advertisements need to align closely with what users are trying to accomplish. This means ads that simply advertise a product may fail if they do not provide clear, actionable help. Successful ads should function as tools or aids rather than traditional promotional content. Understanding behavioral modes is crucial. Users might be in an "explore," "reduce," "confirm," or "act" mode when they turn to ChatGPT. Each mode requires a tailored advertising approach that addresses the user's mindset and needs at that moment. The article underscores that relevance in this context is about being useful and functional, not just being topically related. Ads that help users move forward in their tasks will perform better, while those that disrupt focus will struggle. Finally, measuring the success of these ads requires a new approach. Relying solely on metrics like click-through rates can lead to an incomplete understanding of their impact. Instead, advertisers need to assess how well their ads integrate into the user experience and contribute to the overall task completion.