ChatGPT Ads: When ChatGPT becomes an advertising space

AI systems are no longer just research tools on the periphery of the customer journey; they are becoming media platforms in their own right. In August, three developments converged within just two weeks: OpenAI opened its advertising channel in ChatGPT internationally, and a BCG study revealed the extent to which AI is already influencing purchasing decisions. At the same time, initial analysis tools are now making it possible to see how frequently ads appear in AI responses. We break down what this means for brands, how the craft differs in this channel, and for whom we believe it is worth getting started now.

Key Takeaways

• ChatGPT ads can be booked in Germany via self-service in the Ads Manager. They are also available through the OpenAI team as well as agency and technology partners.
• According to BCG, 31% of consumers surveyed use AI in the purchasing process. Of those who rely on AI regularly, 70% end up buying the recommended product. This refers to AI recommendations, not advertisements.
• Only users of the free version and the low-cost Go subscription see ads. Consequently, reach is currently limited when targeting specialized B2B audiences.
• Our recommendation: a deliberate test budget, clean product facts, and no promises of last-click ROAS in the early phase.

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Why is ChatGPT now a paid media channel?

Alongside search and social, a new paid media channel is emerging right where people conduct research and prepare for decisions. OpenAI describes ChatGPT as a place where users frame a decision, define criteria, and understand alternatives. Discovery, evaluation, and decision-making all converge in a single experience. The ad system uses the context of the ongoing conversation to serve a relevant ad.

According to OpenAI, ads are always clearly labeled and separated from the responses. Advertising does not influence the responses, and advertisers do not have access to private conversations. ChatGPT ads are now available in over 40 countries. Booking is handled through OpenAI’s Ads Solutions team and selected agency and technology partners, and as of August 31, 2026, also via self-service in Europe.

Initial measurements indicate how quickly the channel is filling up. According to a panel analysis by the analytics provider Similarweb, approximately 26% of ChatGPT responses to free and Go users already contain an ad. With the new "AI Ads" dataset, it is also possible for the first time to observe which brands are advertising in ChatGPT, both one's own and competitors'. These are estimates, but they show that those testing now are early, but no longer alone.

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What do the BCG figures show about purchasing behavior?

According to BCG, 31% of consumers surveyed now use AI at some point in their purchasing process, roughly three times as many as 18 months ago. About 19% are "AI Loyalists" who rely on AI regularly for purchasing decisions, and 70% of this group ultimately buy the recommended products. Particularly relevant for brands: in more than half of AI-supported purchasing processes, the AI introduces brands that consumers would not have otherwise considered.

Trust is also shifting. According to BCG, AI is already among the most trusted sources of information, alongside experts and personal networks. Respondents expect their trust in AI to increase by 15 percentage points by 2030, faster than any other source. This is based on a survey of more than 13,000 consumers across 12 markets.

For context: the 70% figure refers to the AI's own recommendations, not advertisements. The study does not measure how well paid placements convert in comparison. Furthermore, the survey focused on consumers. Whether this behavior translates to B2B purchasing processes is an assumption we intend to test.

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Context hints instead of keywords: How different is the craft?

We are currently setting up the first ChatGPT ad campaigns for clients. The setup alone shows how differently this channel functions. Instead of classic keywords, you use "context hints"—phrasing an intent rather than using search terms. Our formula for this: Product or category + use case + qualifier.

A fictional example for illustration: Instead of the keyword "CRM trade," it would be "CRM software" (category) "for trade businesses with field service" (use case) "with hosting in Germany" (qualifier).

The difference from classic keyword bidding is fundamental. It is less about which term is entered and more about the intent behind a question.

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How we advise clients on ChatGPT Ads

Klara’s first question isn't about budget, but about the target audience. Ads currently only run for ChatGPT Free and Go users. Those using Plus, Pro, Business, or Enterprise do not see ads. For very specific B2B decision-maker audiences, the reachable reach is therefore currently still limited. Klara is open about this with clients from the start, rather than having to explain a report later that fails to meet expectations.

If the target audience is a good fit, the focus is on a test budget, not a replacement for the core SEA budget. Klara views this as a learning investment: those who understand how context hints work now will have a head start later when the channel matures and becomes more expensive.

Content readiness is often underestimated. Because recommendations appear in the middle of a dialogue, brands need clear and consistent product facts. This is even more important here than in a classic banner campaign, where slightly vague messaging is more easily forgiven. That is why, before starting, we work with clients to ensure their product information is clean and consistent.

When it comes to attribution, Klara is particularly cautious in the early phase:

"I don't promise hard last-click ROAS targets because attribution here isn't as precise as it is with SEA yet. Anyone who isn't on board with that isn't the right first client for this channel. The right launch partner brings patience and a genuine interest in testing, not the pressure to perform from day one."

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Who ChatGPT Ads are worth it for—and who they aren't (yet)

"We are currently in the middle of setting up our first ChatGPT ad campaigns and aren't live yet," says Klara. "That is exactly why it is important to us to be honest now about which clients we think this is worth it for and which it might not be yet."

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More suitable:

• B2C brands with broad target audiences. The broader the target audience, the less the limited ad delivery matters. B2C brands should therefore find it easier to use the channel currently than B2B providers with narrowly defined decision-maker audiences.
• Products or services with a genuine need for research and comparison. Where people weigh options and clarify criteria, ChatGPT Ads come into play: right in the middle of the research process, before the decision is made.
• Categories with clearly definable use cases. These can be easily translated into the formula: product or category + use case + qualifier.
• Brands already working on GEO (Generative Engine Optimization). Ads and organic visibility in AI responses can reinforce each other, much like traditional SEO and SEA.

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Probably not (yet):

• Pure sales campaigns with short-term ROAS pressure. In our view, the attribution logic is not yet mature enough for this.
• Very niche B2B target groups that primarily use Plus, Pro, Business, or Enterprise accounts. Ads are not displayed there.
• Clients with no tolerance for fluctuations during the testing phase. Formats, targeting logic, and reporting are still evolving noticeably.

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Do ChatGPT Ads fit into your media mix?

We clarify exactly that together before discussing budget. In our conversation, we will look at whether your target audience can be reached via this channel, what a sensible test budget might look like, and whether your product information is ready for it. We are currently setting up the first campaigns and will bring those insights directly to the table.

Your contact for this is Florian Meyer, Head of Sales at adlicious.

Schedule a meeting with Florian →

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Read more

• Read about why we fundamentally approach channels from the perspective of the target audience in our article on Target Audience Match in the Media Mix.
• We’ve been exploring AI and its impact on our work long before ChatGPT Ads. Read about how AI has gradually become part of our everyday life in “AI at adlicious: From disruption to the new normal”.
• See how we reach B2B decision-makers today through established channels in our case study with INEVO.