OpenAI is preparing to launch self-service advertising within ChatGPT in April, taking the platform from limited pilot campaigns to broader advertiser access. Since introducing ads in the US just six weeks ago, ChatGPT has already generated $100 million in annualised revenue. This amount comes from a relatively small portion of eligible users, with ads currently shown to only 20% of the free and Go-tier audiences. Despite that, more than 600 advertisers have already tested the platform.
With self-service access expected to roll out soon, advertisers will likely be able to create and manage campaigns directly, rather than relying on controlled pilots or sales-assisted setup. While the full feature set hasn’t been confirmed yet, an ad manager dashboard is expected to be deployed, enabling better campaign control and real-time optimisation.
From Limited Pilot to Accessible Ad Channel at the Start of the User Journey
Up until this point, advertising on ChatGPT has been restricted. Brands have needed access through pilot programmes, with fewer tools and reporting than on more established platforms like Google and Meta Ads. Self-service changes this dynamic and will likely make ChatGPT a more standard part of the paid media mix, where advertisers can:
- Launch campaigns independently
- Adjust budgets and targeting in real time
- Monitor performance through a central dashboard.
This transition also lowers the barrier to entry for brands. What was once a test environment will now become a channel that a wider range of businesses can explore. For advertisers already experimenting with emerging platforms, this creates an earlier entry point before competition increases.
One of the more notable aspects of ChatGPT advertising is where it fits into the user journey. ChatGPT is being increasingly used as a research and discovery tool, whether that’s comparing products, exploring services or narrowing down options. Ads appear below responses, clearly labelled and visually separated from the main answer. This places them at an earlier stage than many traditional formats. Rather than capturing existing demand, ChatGPT ads can appear while users are still shaping their decisions. This can influence:
- Initial brand consideration
- Shortlisting and comparison stages
- Early product or service research
OpenAI has also stated that ads will never influence the responses generated by the model itself. Recommendations will always remain independent, while ads are positioned alongside the output.
Early Performance and Rollout Signals and What This Means for Brands
Initial performance indicators suggest that ads are being received relatively well on ChatGPT. Only 7% of ad placements have been marked as low-relevance by users, suggesting that targeting and placement are aligned with intent. The rollout is still expanding. OpenAI is exploring new regions, including markets such as Canada, Australia, and New Zealand, with expansion into the UK expected soon. As availability increases, more advertisers will likely test the platform, particularly as self-service access removes the limitations of the pilot programme. We’re keeping a close eye on access and availability so we can offer our clients the means to stay ahead of their competition.
The introduction of self-service ads now positions ChatGPT as a developing channel within paid media strategies. For businesses considering where it might play a role, there are a few practical considerations:
- Early-stage visibility – Ads appear during research, not just at the point of conversion.
- Limited by evolving data – Current reporting focuses on aggregate metrics like views and clicks.
- Growing competition – As access expands, demand for placements may increase.
There’s also a degree of uncertainty. The full capabilities of the ads platform haven’t been confirmed, and the role ChatGPT will play alongside existing channels is still developing. For now, it’s situated somewhere between search and discovery, with elements of both. As with any new platform or marketing channel, there will be an element of trial and error, as advertisers, agencies and marketing professionals will need to experiment to determine where ChatGPT ads will deliver the best ROI. Where ChatGPT ads sit will also need to adapt as user behaviour around AI develops.
The Final Word
While ChatGPT ads are still evolving, the platform is beginning to take shape as a channel where brands can engage users earlier in the decision-making process. As access expands, it may become a more consistent part of the paid media landscape.
If you’d like to learn more about how emerging platforms could fit into your paid media strategy, our team is always available to discuss how developments like this could impact your approach. Please feel free to get in touch.