OpenAI is expanding its advertising product lineup by introducing visual display ads alongside image generation responses in ChatGPT. The new format will begin rolling out later this month to users in the United States before expanding globally.
The update comes as OpenAI works to build out a viable ad-supported model to subsidize its free and low-cost subscription tiers. By introducing visual formats, the company aims to attract online advertisers seeking to reach ChatGPT’s global user base of 1.2 billion weekly active users.
The initial rollout will feature products and services from a selected test group of advertisers. OpenAI stated that the ads will be clearly labeled and will not influence the content or answers generated by ChatGPT.
The introduction of display ads follows the recent launch of Meta’s Muse, a free agentic AI app that competes directly with leading AI chatbots. OpenAI first introduced ads to ChatGPT earlier this year and expanded the ad program to India in August.
To support the expanded ad offerings, OpenAI is enlarging its measurement tool ecosystem and brand safety integrations:
- Click attribution partners: AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge, and Tenjin
- Full-funnel measurement partners: Fospha, Measured, and INCRMNTAL
- Geo-based testing partners: Haus, Measured, and WorkMagic
- Brand suitability pilots: DoubleVerify (DV) and Integral Ad Science (IAS)
While the new visual formats offer brands greater reach, the integration of display ads alongside generated content could impact the user experience, potentially encouraging casual users to upgrade to paid subscription tiers to remove ads entirely.
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