High impact

Building advertising for the way people use AI

What happened

OpenAI is adding a new visual ad format to ChatGPT, showing product images that illustrate how offerings could fit into users' lives. The ads will appear during image generation for Free and Go plan users, clearly labeled and separate from the generated content, and will not influence ChatGPT’s answers. Measurement tools are being expanded with integrations to partners like Hightouch, Tealium, LiveRamp, and several attribution services, plus early work on incrementality using geo‑based experiments. Early partner data show lower cost per acquisition and high rates of new customer visits for brands such as WeightWatchers, Dose, and Portland Leather. The rollout will begin later this month in the US with a limited group of advertisers.

Why it matters

This gives businesses a new way to reach people as they explore ideas and make decisions within ChatGPT, potentially lowering advertising costs. For everyday users, the ads are designed to be clearly labeled and not affect the AI’s responses, preserving trust in the platform.

Reality check

An automated, sceptical read of the source

Mostly marketingIncrementalNotableGenuine breakthrough

Incremental. The feature extends existing ad formats and measurement tools rather than introducing a fundamentally new technology.

Who it affectsBusinessesEveryday usersCreators

What to watchWatch for the broader US rollout and how the measurement partnerships perform as more advertisers join the program.

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