OpenAI is expanding its advertising capabilities inside ChatGPT with a new visual ad format that will appear alongside user-generated images. The company announced that testing will begin later this month in the United States with an initial group of advertisers. The update also includes broader measurement tools, new data partnerships, and pilot programs for independent brand suitability evaluation.
A New Visual Ad Format for Image Generation
The new visual ads are designed to appear when ChatGPT users generate images, while remaining clearly labeled and separate from the image being created. OpenAI emphasized that advertising does not influence the answers ChatGPT provides, and the format will initially be limited to the United States with an initial group of advertisers. The company said the approach helps advertisers show product inspiration, product usage, and experiences that let people imagine how offerings could fit into their lives.
Expanding Measurement Tools and Partnerships
OpenAI is widening its measurement ecosystem so advertisers can assess campaign performance using systems they already rely on. New integrations with Hightouch, Tealium, and LiveRamp make it easier to send conversion data from existing platforms into ChatGPT Ads. Attribution support now covers partners such as AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge, and Tenjin, while Fospha, Measured, and INCRMNTAL provide full-funnel and advanced measurement.
Early Performance Signals and Incrementality
OpenAI also highlighted early partner findings that suggest strong performance for ChatGPT Ads. According to DV Rockerbox, WeightWatchers’ attributed cost per acquisition was 15.3% lower than its blended paid search benchmark. WorkMagic reported statistically significant lift for wellness brand Dose, with 67% of incremental purchases coming from net new customers, and Triple Whale found that 93% of Portland Leather’s visitors from ChatGPT Ads were new.
Brand Suitability and Independent Evaluation
Alongside ad formats and measurement, OpenAI is developing brand suitability evaluation pilots with DoubleVerify and Integral Ad Science. These independent partners will assess how OpenAI’s brand safety standards are applied in a controlled testing environment without accessing private user conversations. OpenAI is also introducing Negative Phrases for qualifying advertisers with narrow placement requirements, while automated review, human oversight, and ongoing monitoring help identify policy violations.
Market Context and Competitive Pressure
The visual ad launch arrives as competition among AI chatbots intensifies, including Meta’s recently introduced Muse, an agentic AI app that is free to everyone. OpenAI introduced ads earlier this year to support its free and low-cost subscription tiers, then expanded them to India in August. The company is now targeting online advertisers who want richer visual storytelling to reach potential customers across ChatGPT’s global user base.
Toward an Ad-Supported Model
ChatGPT now reaches 1.2 billion people each week, making it the world’s largest AI-native consumer platform according to the company. The new visual format, expanded measurement options, and brand suitability efforts are part of a broader ambition to help people discover products, evaluate options, and make decisions inside ChatGPT. OpenAI said it will continue to evolve its ad platform with new formats and capabilities for businesses of all sizes.
OpenAI’s latest updates signal a more coordinated push to build ChatGPT into a measurable, brand safe advertising channel without compromising its core conversational experience. With visual ads, deeper measurement partnerships, and independent evaluation pilots, the company is laying groundwork for broader advertiser adoption. Businesses can sign up today at ads.openai.com as ChatGPT continues to evolve as an advertising platform.