OpenAI to test visual ads in ChatGPT image generation

What happened: OpenAI said on 5 October 2026 it will test "a new visual ad format in ChatGPT". The test starts later this month in the US with an initial group of advertisers, according to OpenAI's announcement.

The details: The first placement is during image generation. A labelled sponsored card, with product photos, a carousel and a "Learn more" button, appears while the image is being made. It sits apart from the image itself.

Ads can use images to show product inspiration, how a product is used, or experiences associated with a service.

In their words: OpenAI said: "Our new visual ad format helps people imagine how products and services could fit into their lives."

The numbers: OpenAI puts ChatGPT at 1.2 billion weekly users. It cited advertiser results for ChatGPT Ads:

WeightWatchers' cost per acquisition was 15.3% lower than its blended paid-search benchmark. Dose saw 67% of incremental purchases come from net-new customers. Portland Leather said 93% of visitors from ChatGPT Ads were new.

Why it matters: Advertisers get more ways to prove what the ads deliver. OpenAI added conversion-data integrations with Hightouch, Tealium and LiveRamp. Attribution partners include AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular and Kochava.

Incrementality tests will run with Haus, Measured and WorkMagic. Brand-suitability pilots will run with DoubleVerify and Integral Ad Science.

The context: Ads already run in 31 European countries. OpenAI said guardrails keep ads away from sensitive or emotionally vulnerable conversations. Pro, Business and Enterprise plans stay ad-free.

Who's affected: Free-tier image creators in the US are the first to see the new format. Advertisers in the initial group get first access, as Search Engine Roundtable also reported.

What's next: The US test begins later this month. OpenAI said that, as with its other ad formats, "advertising does not influence the answers ChatGPT provides."