OpenAI announced a new advertising format for ChatGPT, which will allow the display of visual ads next to images generated by the chatbot.
The new format will start being tested in the United States as early as October, with an initial group of advertisers. According to the company, sponsored content will be identified and will not influence the responses of the artificial intelligence (AI).
The initiative expands OpenAI's monetization strategy, which had already introduced ads in ChatGPT to help finance the free and low-cost versions of the service. The company also expanded advertising to India in August.
The new format aims to offer advertisers a more visual way to present products and services to users. Instead of relying solely on text and links, companies can use images to showcase products, their applications, and experiences related to brands.
OpenAI states that the ads will be displayed separately from the images requested by users and will have clear identification as sponsored content. The company also emphasizes that advertising does not interfere with the responses provided by ChatGPT.
The new development comes at a time of greater competition in the AI market, including the launch of Muse, Meta's AI app that functions as an agent and is available for free.
OpenAI tries to increase revenue through ads – Image: Vitor Miranda/Shutterstock
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OpenAI expands advertising tools
- In addition to visual ads, OpenAI announced the expansion of its result measurement tools and partnerships with advertising sector companies. The goal is to allow advertisers to better understand the impact of campaigns conducted within ChatGPT;
- Among the new features are click attribution solutions, which help identify when ads lead users to interact with brands and services. The partner network includes AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge and Tenjin;
- The company also expanded partnerships focused on result measurement throughout the entire conversion process. In this group are Fospha, Measured and INCRMNTAL;
- Another front involves advertising experiments with geographic segmentation. To this end, OpenAI has established partnerships with Haus, Measured, and WorkMagic, which will help advertisers evaluate the performance of campaigns in different regions.
The company also works on brand safety
OpenAI is also developing mechanisms to assess the suitability of ads in different conversation contexts on ChatGPT. The initiative aims to provide advertisers with greater understanding of the environment where their campaigns will be displayed.
For this purpose, the company has initiated pilot projects for brand suitability evaluation with DoubleVerify (DV) and Integral Ad Science (IAS). These companies will help develop ways to analyze the context of ads and the safety of their display.
The changes are part of OpenAI's effort to establish ChatGPT as an advertising platform, especially for users of free and low-cost plans.
The company states that ChatGPT reaches 1.2 billion users per week. With the expansion of ad formats and measurement tools, OpenAI aims to make the service more attractive to advertisers and, in the future, expand advertising possibilities to a global audience.
Rodrigo Mozelli is a journalist graduated from the Universidade Metodista de São Paulo (UMESP) and, currently, is a writer for Olhar Digital.
