OpenAI introduces visual ads in ChatGPT
October 9, 2026 · 2 min read
Also published in Svenska, Português (Brasil)
OpenAI has added visual advertisements to ChatGPT. The display advertisements will initially appear during the image generation process, while users wait for the completion of graphic content. However, this may only be the beginning. Since early February 2026, OpenAI has been showing advertisements to some ChatGPT users. At the end of August, the advertising program also started in Europe. With its focus on context instead of keywords, experts believe OpenAI could challenge Google's advertising empire and generate significant revenue.
ChatGPT is now expanding its advertising offerings with a visual ad format. According to the company, the display ads are designed to make products and services more experiential. Users are expected to "discover new brands, understand what makes an offer special, and make purchasing decisions." Advertisers are thus given the opportunity to "tell their story with images."
According to OpenAI, ChatGPT reaches 1.2 billion people weekly, providing immense advertising and revenue potential. Currently, the ads are shown to individuals using ChatGPT for free or on the lowest subscription tier. OpenAI has not announced any changes to this practice.
The new advertising format is set to launch sometime in October, initially limited to users in the USA and a select group of advertising companies. OpenAI states that the display ads will be shown exclusively during the image generation in ChatGPT. The ads are "clearly marked" and "separate from the generated image," OpenAI insists. However, the extent to which the ads will be visible outside of the image AI after the current tests remains unexplained by the company. The use of the word "initially" suggests that there are considerations for future visibility.
The first test customers are reportedly experiencing positive results. For instance, in the case of Weightwatchers, the cost per acquisition was approximately 15 percent lower than the benchmark for paid search ads. The company Workmagic is said to have recorded a "statistically significant increase for the wellness brand Dose."
It remains questionable whether users will be pleased with the additional advertisements. According to reports, this could lead to more casual users opting for a paid subscription.