ChatGPT has become part of the way people search, research and make decisions. Now, it’s becoming part of the advertising landscape too.
OpenAI began rolling out ads in ChatGPT in early 2026. If you use a Free or Go subscription, you may have already started seeing sponsored content appear within your experience. According to OpenAI, ads are clearly separated from organic answers and do not influence the responses ChatGPT provides. Advertisers also do not have access to users’ conversations, chat history, memories or personal information. Instead, ads can be matched based on things like the topic and intent of a conversation and, when ad personalization is enabled, previous interactions with ads and past chats. Advertisers receive aggregated performance data such as views and clicks.
At VI, we’ve been closely monitoring what this new advertising channel could mean for our clients. One of the biggest changes so far is that the barrier to entry has gotten significantly lower.
ChatGPT Advertising Is Becoming More Accessible
Early access to ChatGPT advertising was limited to a small group of advertisers, making the platform difficult for many brands to test. That is quickly changing.
OpenAI now allows advertisers to set campaign budgets directly in Ads Manager, with a current minimum daily spend of $25 per campaign. ChatGPT ads support cost-per-thousand-impressions (CPM), cost-per-click (CPC) and conversion-optimized cost-per-click (oCPC) campaign objectives, giving advertisers more flexibility depending on their goals.
For brands that were interested in ChatGPT advertising but couldn’t justify a major upfront investment, this changes the conversation. Testing the platform is now much more realistic. But a lower cost of entry doesn’t necessarily mean every brand should jump in.
What Makes ChatGPT Ads Different?
One of the most interesting things about ChatGPT advertising is the context surrounding the ad.
Traditional paid search largely relies on keywords and explicit searches. ChatGPT conversations can provide more context around what someone is actually trying to accomplish. A user might be researching a problem, comparing products, looking for recommendations or trying to make a decision.
That creates an opportunity for advertisers to reach people while they’re actively considering their options, even if they aren’t ready to make a purchase yet.
This is why we’re currently looking at ChatGPT ads primarily as a mid-funnel discovery tactic. Instead of expecting someone to see an ad and immediately convert, brands can use the platform to introduce themselves while potential customers are still researching and weighing their options.
Are ChatGPT Ads Right for Your Brand?
It’s still early, and the amount of long-term performance data available for ChatGPT advertising is limited. That makes it important to approach the platform as a test rather than assuming it should immediately become a major part of your media mix.
Brands should consider how their customers actually use ChatGPT. If people are likely to use the platform to research questions related to your industry, compare the types of products or services you offer or look for solutions to problems your brand can solve, there could be a natural opportunity to reach them.
The best fit will also depend on your goals. If you’re looking strictly for immediate conversions, there may be more proven channels for that investment. If your strategy includes building awareness and consideration earlier in the customer journey, ChatGPT ads become much more interesting.
Should You Test ChatGPT Ads?
Probably, for the right brand. But the key word is test.
ChatGPT advertising is still evolving, and targeting, formats and measurement capabilities are likely to continue changing along with it. The goal shouldn’t be to move your entire paid media budget into ChatGPT. It should be to understand where this new channel fits within the customer journey, test it strategically and learn how it can complement the channels already working for your brand.
At VI, we’re continuing to monitor ChatGPT advertising and what its evolution means for our clients. As the barrier to entry comes down, the question is becoming less about whether brands can afford to advertise on ChatGPT and more about whether it makes strategic sense for them to be there.
Want to know if ChatGPT ads make sense for your brand? Contact VI to start the conversation.
