"We examine the introduction of advertising to ChatGPT and what it could mean for advertisers, consumers, and the wider AI ecosystem, calling on a range of industry experts for their insights. Advertising is entering a new phase as OpenAI begins testing ads within ChatGPT, marking a significant shift for one of the most widely used AI products in the market. Ads are currently being trialled with US users on ChatGPT's free and Go tiers, a move that many in the industry had long expected."
"For advertisers, the opportunity is framed around contextual relevance. Ads in ChatGPT are designed to respond to the immediate intent behind a user's query, rather than relying on long-term behavioural data. This positions conversational AI as the next evolution of contextual advertising, where brands are expected to integrate into the flow of dialogue rather than interrupt it. However, early signals around pricing, control, and brand safety suggest the model will require careful testing and adaptation."
OpenAI is testing ads within ChatGPT's free and Go tiers for US users, introducing advertising into a previously ad-free conversational AI. The move responds to financial pressure from high operating costs, low user willingness to pay, and intensifying competition from Google Gemini. Advertisers are offered contextual, intent-driven placements that respond to immediate queries rather than long-term behavioral profiles, positioning conversational AI as an evolution of contextual advertising. Brands are expected to integrate into the dialogue flow instead of interrupting it. Early signals indicate advertisers and platforms must address pricing, control, and brand safety. The presence of ads raises user trust concerns about recommendations in conversational environments.
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