Ads in ChatGPT are about to get more visual. OpenAI said on Oct. 5 that it will begin testing a new ad format with product images and a “Learn more” button, and the first place you’ll see it is while ChatGPT is generating an image for you.
The test starts “later this month in the US with an initial group of advertisers,” according to OpenAI’s announcement. The company also said ChatGPT now reaches 1.2 billion people each week.
How the new ads work
OpenAI says the ads will be clearly labeled and kept separate from the image you asked for. So far, ChatGPT’s ads have been text-based placements that show up below answers when they are relevant to the conversation. The visual format adds pictures of products, which is closer to what people are used to seeing on social media and shopping sites.
OpenAI repeated its promise that “advertising does not influence the answers ChatGPT provides.” It also said it is running brand-safety pilots with DoubleVerify and Integral Ad Science that check safeguards “without accessing private user conversations.”
Who sees ads
When OpenAI launched ads in February, it limited them to logged-in adults in the US on the Free tier and the $8-a-month Go tier. Plus, Pro, Business, Enterprise and Education plans did not get ads. OpenAI’s rules at the time also said it would not show ads to users it believes are under 18 or next to sensitive topics like health, mental health or politics, and that users can turn off ad personalization.
Why OpenAI is pushing ads
Running AI models is expensive, and most ChatGPT users don’t pay. Advertising is a way to make money from that huge free audience. Alongside the new format, OpenAI announced tie-ups with measurement companies such as AppsFlyer, Adjust and LiveRamp, so advertisers can track whether ChatGPT ads lead to sales.
It also shared early results from advertisers. WeightWatchers said its cost per acquisition on ChatGPT ads was 15.3% lower than its usual paid-search benchmark. These are figures picked by OpenAI and its partners, so treat them as a sales pitch rather than an independent study.
What it means for you
If you use ChatGPT for free, expect to see more ads, and more eye-catching ones. If ads bother you, check your ad settings in ChatGPT, where OpenAI says you can manage personalization and clear the data used for ads.
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