What We Know: ChatGPT Is Launching Ads. The Rest Is Speculation
Recorded: Jan. 22, 2026, 6:03 p.m.
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What We Know: ChatGPT Is Launching Ads. The Rest Is Speculation | AdExchanger
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But, regardless, ads soon arriving in a major AI chatbot marks a pivotal moment for marketers to weigh consumer expectations – and how these ads might differ from those in other, more traditional channels. Subscribe AdExchanger Daily Daily Roundup Daily News Roundup OpenAI reps told Tinuiti that there is “no wait list right now,” Merklin said, but there also doesn’t appear to be a way for clients to sign up directly. So far, she added, OpenAI has been “very noncommittal about everything.”
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OpenAI’s recent announcement of its impending foray into advertising within ChatGPT has triggered a wave of speculation and concern, primarily due to the limited information released alongside the initial statement. Michelle Merklin, VP of search at Tinuiti, succinctly captures the prevailing sentiment: “more questions than answers at this point.” Regardless, the arrival of ads within a major AI chatbot represents a pivotal moment for marketers to critically assess consumer expectations and how these ads may diverge from those found in more traditional channels. A key concern, voiced by Perion CEO Tal Jacobson, is the need for ads within ChatGPT to deliver genuine value beyond a simple click or recommendation. AI chatbots, unlike traditional search engines, cannot simply function as “click junkyards.” OpenAI’s newly announced cost-per-view (CPV) model, which charges advertisers based on impressions or views rather than clicks, is intended to push advertisers toward driving meaningful, organic engagement. However, the vast majority of the details surrounding this model, and indeed, ChatGPT’s overall advertising strategy, remain largely undefined. OpenAI’s lack of direct access to its advertising team, as relayed by Merklin, further intensifies the uncertainty. The absence of a formal waiting list or direct client signup process underscores the company’s deliberately noncommittal stance. This cautious approach aligns with the long-standing ambivalence expressed by OpenAI CEO Sam Altman regarding advertising—a sentiment he has openly voiced on multiple occasions. Despite Altman’s hesitancy, the expectation of advertising within ChatGPT is not entirely surprising. As Alex Sherman, CEO and co-founder of AI marketing platform Bluefish, observes, “We’ve been expecting this.” The internet’s tendency to "rhyme" – adapting to new technologies and integrating them into established marketing channels – suggests that AI chatbots will eventually become another avenue for paid and organic engagement. Realistically, according to Mediaocean CMO Aaron Goldman, ads are the only viable path for AI chatbots to achieve global scale and realize their full potential and valuation. Goldman predicts that, once users become accustomed to the initial, relatively unobtrusive nature of the ads, future iterations will seamlessly integrate into chat conversations, resembling “what we think of as affiliate links.” The approaches being tested by other AI chatbots, such as Microsoft Copilot and Perplexity, offer valuable context. Perplexity’s brief foray into advertising ended with a pause for reevaluation, highlighting the challenges inherent in this nascent field. OpenAI’s own struggles with initial product launches – notably its rushed implementation of instant checkout and agentic shopping – serve as cautionary tales. Similarly, Perplexity’s difficulties demonstrate the potential for significant pitfalls. The fundamental question regarding the function of these ads—how they will interact with users—is perhaps the most critical. Jonathan Heller, founder and co-CEO of brand agent platform Firsthand, envisions a novel form of marketing where AI-powered ads act as conversational agents, adapting in real-time to a customer’s needs. These agents, he believes, should extend their influence beyond the confines of an ad unit or walled garden, encompassing the entire customer journey. However, the road ahead is undoubtedly complex. The experiences of other AI chatbots – Perplexity's pivot and Microsoft's Copilot – underscore the risk of rushing into a market with significant unknowns. Ultimately, OpenAI’s success with its advertising venture hinges on its ability to deliver a compelling user experience, manage consumer expectations, and navigate the inherent uncertainties of this transformative technology. |