Inside ChatGPT's slow-motion ad rollout

"The pilot began on February 9 and was initially set to finish at the end of March, with some brands promising to spend at least $200,000 to take part. Advertisers and agencies tell me OpenAI has spent very little of some brands' budgets so far. It's left advertisers wondering, 'When is ChatGPT going to start spending my money?'"

"OpenAI sends advertisers weekly reports in a CSV file format - no logins or access to real-time information like the sophisticated ad platforms they're used to. A subset of advertisers is testing a self-service portal that will be made more broadly available later, an OpenAI spokesperson said."

"The ChatGPT ads seen in the wild so far have been fairly innocuous - clearly labeled cards with 'sponsored' labels. A user comparing smartphones might trigger a Best Buy ad. An Expedia ad could pop up for someone looking for last-minute weekend getaways. The research company Sensor Tower found that more than 100 brands had advertised on ChatGPT so far, with 44% of them being retail companies."

OpenAI began its ChatGPT advertising pilot on February 9, initially scheduled to end in March, with brands committing at least $200,000 to participate. However, advertisers report that OpenAI has spent very little of their budgets so far, creating frustration about when spending will accelerate. While some agencies like Dentsu report increasing ad volume week-over-week and positive early performance signals, the platform's reporting infrastructure remains basic. OpenAI provides only weekly CSV reports without real-time access, unlike sophisticated ad platforms advertisers typically use. Over 100 brands have advertised, with 44% being retail companies. Ads appear as clearly labeled sponsored cards, such as Best Buy for smartphone comparisons or Expedia for travel searches. A self-service portal is being tested for broader rollout.

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