In early February 2026, artificial intelligence (AI) research organization OpenAI announced that they started testing ads on the generative AI chatbot ChatGPT for select advertisers. The company is now working to determine how those ads will be shaped and shared based on prompts and the information their AI model provides.
That marks an important shift for the advertising industry. While much of AI’s impact has been felt on the organic side of marketing, the inclusion of ads means that you may need to adapt your business strategies to remain relevant in the new landscape.
To reduce scams during the testing phase, OpenAI is being selective about who they allow to use the advertising platform. ChatGPT was designed with the user experience in mind, so the research organization is being thoughtful with its approach.
The ads will appear at the end of a response and will be labeled “Sponsored.” Ads will only be shown to Free or Go plan users in the United States. Those who are or are predicted to be under 18 years old will not see ads. Users will also be able to control their ad experience and turn off the ads.
Chat information will not be shared with advertisers. However, ads will be triggered by prompts and ChatGPT’s responses, as well as previous chats, ads users have engaged with and general targeting, such as location.
From a reporting standpoint, you can expect to see metrics that include views and clicks with additional results added over time.
While OpenAI has shared early details of this new advertising opportunity on ChatGPT, there’s still much to be researched and refined.
Here are some points that haven’t been clarified:
As OpenAI continues to develop ChatGPT, information related to those elements will be essential for shaping your overall campaign performance.
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As AI platforms like ChatGPT continue to shape the marketing and advertising landscape, it’s essential to keep ahead of the curve to give your business an edge. TouchStone Digital is committed to staying on top of the latest trends, learning about new marketing channels and adapting our strategies to ensure you remain competitive with your digital marketing.
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