OpenAI is launching visual display ads that will appear alongside image generation results in ChatGPT. The new advertising format will begin appearing later this month exclusively in the United States, featuring products and services from an initial test group of advertisers. The company states these ads will be clearly labeled and will not influence the answers generated by ChatGPT.
The rollout follows the earlier introduction of ads to support free and low-cost subscription tiers, which expanded to India in August. Alongside the new display ads, OpenAI is expanding its measurement tools and partner ecosystem to include click attribution solutions and advanced measurement partners like Fospha and Measured. Additionally, the company is working on brand suitability evaluation pilots with DoubleVerify and Integral Ad Science to help advertisers navigate the environment.
The initiative aims to build a viable ad-supported business model for free and low-cost users while potentially encouraging casual users to upgrade to paid subscriptions to avoid interruptions. With plans to eventually target ChatGPT's 1.2 billion weekly users globally, OpenAI is working to attract online advertisers seeking visual storytelling formats. Why it matters: This expansion deepens OpenAI's monetization strategy for its free user base through targeted visual advertising and measurement partnerships.