ChatGPT is preparing to introduce ads, as revealed by Tibor Blaho who found references to "search ad" and "search ads carousel" in the ChatGPT Android app beta version 1.2025.329. This signals a shift from CEO Sam Altman's earlier stance of ads being a "last resort," supported by OpenAI's recent job listing for a "Growth paid marketing platform engineer," indicating plans to build an in-house advertising system.
Context and Significance
ChatGPT's move into advertising opens a significant opportunity to leverage its large user base and tap into a growing market with innovative ad formats. While other AI platforms like Microsoft’s Copilot, Amazon’s Rufus, and Google’s AI Mode are experimenting with ads, the space remains nascent. With competitors like Perplexity stepping back from ads, ChatGPT can capture substantial advertiser attention early on.
Opportunities
As ChatGPT evolves into a commerce platform, it can integrate ads seamlessly through sponsored answers, affiliate links, and other formats that blend discovery and purchase. This early adoption could secure strong market visibility and share before competition intensifies.
Potential Challenges
Despite the opportunity to reach intent-driven audiences through its massive user base, there are potential obstacles that might reduce the effectiveness of ChatGPT ads. These challenges could impact how well advertising performs within the AI chatbot environment.
