ChatGPT Ads go visual: OpenAI adds image-based ad format, tests later this month

#What happened

OpenAI is adding a visual ad format to ChatGPT Ads, alongside expanded measurement tools and brand suitability pilots aimed at winning over advertisers. The new format will first be tested during image generation in ChatGPT: ads will use images to show product inspiration, product usage, or the experiences a product makes possible. The ads will be clearly labelled and kept separate from the image being created. OpenAI reiterated that advertising does not influence ChatGPT's answers. Testing begins later this month in the US with an initial group of advertisers; OpenAI has not shared timing for other markets.

#Why it matters

OpenAI is turning ad dollars into the business model for its 1.2 billion weekly free users. The update also adds measurement muscle: advertisers can send conversion data into ChatGPT Ads through integrations with Hightouch, Tealium and LiveRamp, plus attribution partners across web and app, and OpenAI is working with Haus, Measured and WorkMagic on geo-based incrementality experiments. Early partner data points to strong results: WeightWatchers' cost per customer was 15.3% lower than on paid search, 67% of Dose's extra sales came from new customers, and 93% of Portland Leather's ChatGPT Ads visitors were new. OpenAI said the ads business hit an annualised revenue run rate of US$1 billion in under 200 days at the end of August, with tens of thousands of advertisers. Ads only appear for users on the Free and Go plans.

#Sources

• https://www.marketing-interactive.com/openai-adds-visual-component-to-chatgpt-ads

Verified 2026-10-20.