OpenAI has started testing advertisements within ChatGPT, and several major companies have confirmed their participation in the initial phase. The pilot program, which began on Monday, includes prominent brands such as Adobe, Audible, Ford, Target, and Dentsu.
In separate statements, these companies said they want to use the new ad format to connect with customers on digital platforms where they already spend time. At present, targeted ads are being shown to free-tier users and ChatGPT Go subscribers in the United States.
How Ads Appear in ChatGPT
In ChatGPT, advertisements appear in a separate section below the main response, clearly distinguished from the content. However, these ads are not random.
They are selected based on keywords used in the user’s conversation.
Additionally, OpenAI considers chat history and previous activity to make the ads more relevant. Currently, these advertisements are shown only to logged-in adult users in the US.
Major Brands in the Pilot Program
According to reports, Adobe is one of the leading participants in this initiative. The company plans to promote products such as Acrobat Studio and Adobe Firefly through ChatGPT ads. Adobe said it is working closely with OpenAI to ensure that advertisements are integrated in a way that feels natural and aligned with the user experience.
Audible also announced its participation through a LinkedIn post. Although the company did not clarify whether it would promote subscription plans, audiobooks, or both, it stated that it wants to understand how advertising can function effectively within conversational AI platforms while maintaining user trust.
US retail giant Target is also part of the program. The company explained that its ads will be keyword-driven. For example, if a user asks about kitchen appliances, they may see an advertisement for an air fryer.
Home furnishings brand Williams-Sonoma has joined the pilot as well. The company said it aims to showcase relevant and high-quality products through ChatGPT while preserving transparency and trust.
HelloFresh, a meal kit service provider, stated that it wants to reach customers during “high-intent moments,” when they are actively searching for solutions. Other participating brands include Ford, Mazda, Mrs. Meyer’s, and Dentsu.
What Is the Advertising Rate?
According to a report, OpenAI is charging advertisers $60 (approximately ₹5,400) per 1,000 impressions. This rate is reportedly about three times higher than what Meta charges on its platforms.
Through this pilot program, OpenAI is experimenting with a new revenue model inside ChatGPT. At the same time, the company aims to evaluate how advertising can function effectively and responsibly within conversational AI environments.
