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There seems to be two schools of thought when it comes to agentic media buying. There are those who want to be at the so-called cutting edge, embedding AI agents in things like the process of buying ads and optimizing creative. Then, there are those who have drawn a line in the sand, allowing AI agents to brainstorm but leaving the decision making to humans. Duluth Trading Company finds itself square in the middle. 

“AI can get you to the finish line and you get to spend all your energy crossing the finish line,” said Ellie Uberto, director of marketing at Duluth. She was speaking during a live recording of the Digiday Podcast hosted during Digiday’s Programmatic Marketing Summit event, which was held May 6-8 in Palm Springs, Calif.

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OpenAI is making it easier for e-commerce companies to run ads on ChatGPT, adding automation that lets retailers generate ads directly from their product catalogues rather than building them one by one. 

To be clear, the ad itself looks the same to the user. The so-called “product feed” campaign will still appear in the same placement as any other ChatGPT ad — below the response, clearly labelled as sponsored. What’s new is what’s happening behind the scenes. Retailers connect their product catalog, set filters for which products are eligible and let the platform handle the rest, generating ads automatically from product names, images and attributes in the feed. 

For a brand with thousands of products that’s what makes running ads there actually viable. Until now, retailers have been able to upload their product catalogs to ChatGPT so the platform can surface accurate prices, availability and product information when someone asks a shopping question. But there was no way to connect that data to paid ads. Brands wanting to advertise had to build their campaigns manually, product by product. Now the same catalog that powers their organic presence can generate their ads automatically. 

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