As generative AI matures from novelty into infrastructure, AdRoll has opened a carefully gated pilot program inviting small businesses and B2B advertisers to test ChatGPT as a live advertising channel within the customer journey. The initiative reflects a pivotal moment in marketing history — not the arrival of a new technology, but the first serious attempt to make it earn its keep commercially. By pairing selected participants with dedicated expert support, AdRoll is acknowledging that the gap between a promising idea and a working product requires human guidance to cross.