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Aryel launches In-Chat Ads: the first native ad format and distribution network for AI apps
If there is a single metric that captures how quickly our digital habits are shifting, it is this: in 2024, outbound clicks from conversational assistants such as ChatGPT, Claude and Perplexity rose 300 percent year-on-year. People are no longer just experimenting with AI chats; they are actively relying on them to research, shortlist and even buy. Gartner’s latest forecast goes further, predicting that traditional search-engine queries could dip by a quarter as soon as 2026.
For brands and agencies, that statistic is more than a curiosity, it is a signpost. The attention once spent on search results pages or social feeds is migrating to the invisible space inside natural-language exchanges. Ask any marketer what that means for media plans and you are likely to hear a sigh followed by a question: “So how do we show up there?”
Today Aryel’s answer is In-Chat Ads, the industry’s first native advertising format and distribution network built specifically for AI conversations.
Advertising has always chased the flow of human attention. When browsing habits moved from desktops to smartphones, formats evolved into thumb-stopping vertical videos. When social platforms blurred the line between content and commerce, shoppable posts were born. Now that discovery itself is becoming a two-way conversation, interruptive banners or keyword-triggered text ads feel not merely clumsy but anachronistic.
The crux of the problem is structural: a conversational interface answers the user directly. Injecting a third-party message into that stream risks breaking trust not only with the brand but also with the assistant. That is why In-Chat Ads were engineered to appear next to the model’s reply, never inside it. They adopt the same tone, the same linguistic tempo, yet remain clearly marked as sponsored. The assistant’s words remain 100 percent untouched.
Under the hood, In-Chat Ads run on what Aryel calls a semantic-predictive engine. Each prompt is parsed in real time; intent, sentiment and latent commercial value are scored; and only then is a decision made about whether to serve an ad and which creative would genuinely add value. The result is a message that feels less like a billboard and more like a helpful tip offered at exactly the right moment in the dialogue.
Because the entire matching process happens live, no conversation logs are stored. The data footprint is as transient as the chat window itself, satisfying both privacy regulations and user expectations of confidentiality.
Aryel’s In-Chat Ads span a spectrum of formats purpose-built to slip naturally into AI-powered conversations while following the logic of the digital funnel. Every solution is tuned to the user’s request, amplifying relevance without disrupting the flow of dialogue.
Some placements provide associative visibility by appearing beside themes that resonate with the brand. Others take advantage of the model’s brief “thinking” pause, turning an otherwise idle moment into a chance to suggest something useful. Video and immersive canvases step in when the user is exploring and evaluating, drawing people deeper with richer storytelling. When the conversation turns transactional, native recommendations surface products or services that align precisely with the intent expressed in the prompt.
“Aryel has always woven emerging tech like augmented reality into the ad world, inventing fresh ways to interact,” explains Vincenzo Schifano, COO and co-founder. “Our previous formats already assumed entertainment, discovery, and shopping were collapsing into a single touchpoint. Now that people can move from curiosity to checkout inside a chat window, we built the first format crafted entirely for Conversational Interfaces.”
Even the most relevant suggestion will not convert every time, which is why Aryel has woven a lightweight retargeting layer into the fabric of the In-Chat Ads solution. If a user watches the video or expands a carousel but does not immediately click through, follow-up impressions can be delivered across premium open-web inventory. The creative can reference the very question that sparked the initial engagement, preserving continuity while the intent is still warm.
Think of it as picking up a conversation where you left off – only now the context is a news site. The brand message feels less like a cold remarketing banner and more like a familiar voice saying, “Still interested in those trail-running shoes we talked about?”
Each ad is delivered under three guiding principles—transparency, relevance, and respect for the user experience—and the buying model is flexible. Marketers can deploy individual formats or stitch them together so the same chat guides the user from first spark of interest all the way to conversion.
For Mattia Salvi, Aryel’s CEO and co-founder, the launch is less a pivot than the next logical step in a mission the company began with augmented-reality display ads.
“Entertainment, discovery and purchase are collapsing into a single micro-moment,” he explains. “If people can move from curiosity to checkout without leaving a chat window, advertising has to be able to travel that same path, seamlessly, respectfully and with genuine utility.”
COO and fellow co-founder Vincenzo Schifano adds a creative-strategist’s perspective:
“Too often we treat new media as a canvas for old habits. We copy-paste formats that worked elsewhere and wonder why they feel awkward. In-Chat Ads were devised from scratch for conversation. They listen first, then speak.”
The solution is available to select beta partners starting today. Whether you are a performance marketer chasing short-term conversions or a brand guardian nurturing long-term equity, the question is no longer if audiences will shift their discovery habits—it is whether your message will be waiting for them when they arrive.
With In-Chat Ads, Aryel is betting that the most powerful place to meet a customer tomorrow is in the very words they speak today.
