OpenAI is expanding its advertising business with a new visual ad format that will place sponsored images alongside pictures generated by ChatGPT, as the artificial intelligence company looks to give advertisers more ways to reach its growing user base.
The new ads will begin testing later this month in the United States with an initial group of advertisers, OpenAI said. The advertisements will be clearly labelled and displayed separately from images generated in response to users’ requests. The company said advertising will not influence the answers ChatGPT provides.
The format is designed to allow brands to promote products and services through visual content, including product inspiration, demonstrations and lifestyle experiences. It represents an expansion from the text-based advertisements OpenAI has already introduced in ChatGPT.
OpenAI launched ads earlier this year as part of efforts to support its free and lower-cost subscription tiers. The company expanded the programme to India in August and has continued developing its advertising infrastructure as ChatGPT’s audience grows. OpenAI said ChatGPT now reaches 1.2 billion people each week.
The company is also expanding the tools available to advertisers to measure the effectiveness of their campaigns. OpenAI said businesses can now connect conversion data from existing systems through partnerships with Hightouch, Tealium and LiveRamp.
Its advertising ecosystem also includes attribution partners such as AppsFlyer, Triple Whale, Adjust, Branch, Singular and Kochava, alongside full-funnel measurement partners including Fospha, Measured and INCRMNTAL. OpenAI said it was working with Haus, Measured and WorkMagic on geo-based experiments designed to measure the incremental impact of advertising campaigns.
OpenAI is also developing additional safeguards around where advertisements can appear. The company said its advertising policies and automated and human review systems are designed to prevent ads from appearing in emotionally vulnerable, sensitive or otherwise unsuitable conversations.
The expansion comes as competition among AI assistants intensifies, with companies including Meta developing rival consumer AI products. OpenAI is increasingly positioning ChatGPT not only as an AI assistant but also as a platform where users can discover products, compare options and make purchasing decisions.
For now, the visual advertising format will remain limited to the US and will initially appear during image generation. OpenAI said it plans to continue developing additional advertising formats as it expands the business globally.
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