Which brands are testing ads in ChatGPT?

"OpenAI confirmed that ads are visible to logged-in adult users on the free tier and the $8-per-month Go plan, while Plus, Pro, Business, Enterprise, and Education subscribers will not see them. OpenAI has stated that ads do not influence ChatGPT's answers, that conversations remain private from advertisers, and that placements are labeled and separated from the platform's main response."

"Target has previously noted that traffic to its site from ChatGPT is growing roughly 40% month over month. That trajectory made advertising a logical extension of a relationship already underway. The retailer launched a dedicated Target experience inside ChatGPT in November 2025 and has been building toward deeper AI commerce integration since."

"There is no open self-serve platform. Access requires a direct relationship with OpenAI or participation through an agency group. OpenAI has confirmed it wants advertisers to commit at least $200,000 for the early ad test. The program is currently controlled, curated, and invitation-only."

OpenAI launched a controlled, invitation-only advertising pilot in ChatGPT on February 9, 2026, available to logged-in free and $8 Go plan users, while paid subscribers remain ad-free. Advertisers receive aggregate performance data without access to personal user information, and ads are labeled separately from responses without influencing ChatGPT's answers. Target emerged as an early confirmed advertiser, leveraging its Roundel retail media network to promote products through keyword-aligned placements. Target's participation reflects existing momentum, with the retailer reporting 40% month-over-month traffic growth from ChatGPT and having launched a dedicated Target experience within the platform in November 2025. Access to the pilot requires direct relationships with OpenAI or agency participation, with minimum commitments of $200,000.

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