OpenAI Launches New ChatGPT Ad Format During Image Generation

OpenAI has introduced a new ad format in ChatGPT: ads will be shown during image generation. Testing will begin in late October 2026 in the United States with a limited number of advertisers.

These ads may include product images and other visual materials. Ads will be displayed separately from the image created by the user and will not become part of the generation. All ads will be labeled as advertising. Advertisers will not be able to influence ChatGPT’s responses or gain access to user conversations.

According to OpenAI, around 1.2 billion people use ChatGPT every week. The company continues to develop its advertising platform by adding new formats and tools.

To measure ad effectiveness, OpenAI has expanded its list of integrations with analytics and attribution services, including Hightouch, Tealium, LiveRamp, AppsFlyer, Adjust, and Northbeam. The company is also testing approaches to measuring ChatGPT Ads effectiveness across different regions together with Haus, Measured, and WorkMagic, so advertisers can more accurately assess the real impact of their ad placements.

As an example, OpenAI shared the results of several advertising campaigns in ChatGPT. For weight management service WeightWatchers, customer acquisition cost was 15.3% lower than the average paid search benchmark. For supplement brand Dose, 67% of incremental purchases were made by new customers, while for leather goods manufacturer Portland Leather, 93% of visitors from ChatGPT Ads were new users.