OpenAI Joins the Ad Race: What Marketers Need to Know

What happens when one of the world’s biggest AI platforms opens the door to advertising? We’re about to find out.

OpenAI has announced the start of ad testing within ChatGPT, offering a brand-new way to connect with high-intent audiences through conversational AI. 

A cautious but calculated launch

From 16 January, OpenAI is rolling out ads to logged-in users in the US on the free tier and its newly launched ‘Go’ subscription plan ($8/month). This is still very much a beta test as there’s no public access for advertisers yet, and the waitlist is already full.

But what’s clear is OpenAI’s intention to introduce ads without compromising user trust. Ads will be:

• Clearly labelled
• Placed outside of AI-generated responses
• Designed not to influence conversational outputs
  

It’s a carefully constructed, brand-safe approach and one that prioritises user experience while opening up potential for future commercial use.

What do we know about targeting?

While the full spec isn’t out yet, OpenAI has hinted that targeting will lean into contextual and intent signals:

• Appearing alongside relevant conversations (like travel planning or insurance queries)
• Using first-party data signals like location and general user behaviour
  

This could make ChatGPT a powerful new channel for brands looking to reach people when they’re actively seeking solutions, not just scrolling.

What’s next?

There’s no timeline yet for a global rollout, or for when UK advertisers can get involved. But here’s what we’re doing in the meantime:

• Monitoring rollout updates from OpenAI closely
• Scoping test opportunities for clients once access reopens
• Preparing to evaluate measurement, tracking and tagging requirements
  

Why this matters

With Google’s Gemini already taking up real estate on millions of devices, OpenAI’s move into advertising feels inevitable.

If this becomes a new touchpoint for intent-driven advertising, it’s one we want to be ready for.

Want to stay ahead of AI-led ad innovation? Get in touch or explore more Insights from the team at Propellernet.