OpenAI has officially launched ad services in ChatGPT, marking the AI company's official entry into a new phase of commercial monetization. Advertisers can now place ads within ChatGPT's conversation scenarios through dedicated ad management tools.

Differing from traditional keyword-based search engine ads, the ad targeting logic in ChatGPT is based on richer contextual signals. Users share more background information during conversations, allowing ads to be presented along the complete intent journey of "exploring options, comparing choices, and making decisions," rather than simply matching search terms.

image.png

The ad placement process consists of three steps: create an ad campaign and set budget and goals; batch upload or directly create ad details in the tool; after launching, measure results and continuously optimize. Currently, brands such as Best Buy, Lowe's, and VistaPrint have participated in testing as early advertisers. Amy Adams, Vice President of Media at Best Buy, said that consumers are increasingly turning to ChatGPT for research and decision-making, and "being present at these moments is crucial," expressing encouragement about early results.

image.png

OpenAI emphasized its cautious approach to ad placement, designing multiple trust mechanisms: ads are clearly identified in the experience, distinguished from ChatGPT's responses, and users can control how their data is used in ads. The company stated that the focus is on building an experience that is useful for advertisers while maintaining user trust in ChatGPT.

This move signifies that OpenAI is evolving ChatGPT from a pure conversation tool into a "conversation as commerce" platform. AI-native ad formats—built around dialogue, context, and real-time decision-making—may become a new variable in digital advertising.