OpenAI is laying the groundwork for an advertising business, signaling a potential shift in how ChatGPT and other products could be monetized beyond subscriptions and enterprise deals.
What’s happening. According to reporting from The Information, OpenAI has begun exploring ad formats and partnerships, with early discussions pointing toward ads that could appear within or alongside AI-generated responses. The effort is still in its early stages, but internal conversations suggest ads are becoming a more serious part of OpenAI’s long-term revenue strategy.
Why we care. OpenAI is exploring ads inside AI-generated responses, creating a new, highly contextual channel for reaching users at the moment they seek information. This could put OpenAI in direct competition with Googl…
OpenAI is laying the groundwork for an advertising business, signaling a potential shift in how ChatGPT and other products could be monetized beyond subscriptions and enterprise deals.
What’s happening. According to reporting from The Information, OpenAI has begun exploring ad formats and partnerships, with early discussions pointing toward ads that could appear within or alongside AI-generated responses. The effort is still in its early stages, but internal conversations suggest ads are becoming a more serious part of OpenAI’s long-term revenue strategy.
Why we care. OpenAI is exploring ads inside AI-generated responses, creating a new, highly contextual channel for reaching users at the moment they seek information. This could put OpenAI in direct competition with Google and Meta, but also raises questions about trust and user engagement. Early adoption could offer a first-mover advantage, while formats and metrics may differ from traditional digital ads. Overall, it’s a potentially transformative new frontier for advertising.
Between the lines. OpenAI appears cautious, aiming to avoid disrupting user experience or undermining confidence in its models. Any ad product is likely to be tightly controlled, at least initially, and positioned as helpful or contextually relevant rather than overtly promotional.
The bigger picture. With soaring infrastructure costs and growing pressure to scale revenue, ads could become a key lever for OpenAI — especially as generative AI reshapes how people search for information and discover products.
What to watch. When ads move from internal planning to public testing, how clearly they’re labeled, and whether users accept advertising embedded in AI responses.
Bottom line. OpenAI isn’t rushing ads to market, but the foundations are being laid — and their eventual arrival could reshape both AI products and the digital advertising landscape.
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About the Author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.