OpenAI tests visual ad format in ChatGPT image generation

OpenAI said on 5 October 2026 that it will test a new visual ad format in ChatGPT, starting later this month in the US with an initial group of advertisers.

OpenAI said the first placement will be during image generation. A labelled sponsored card, with product photos, a carousel and a "Learn more" button, will appear while the image is being made. The card is separate from the image itself.

In its announcement, OpenAI said: "Initially, we'll test this new ad format during image generation in ChatGPT. Ads will be clearly labeled, and remain separate from the image being created. As with our other ad formats, advertising does not influence the answers ChatGPT provides."

Advertisers can use images to show product inspiration, how a product is used, or experiences associated with a service, the company said.

OpenAI also expanded its measurement options for ChatGPT Ads. It listed conversion-data integrations with Hightouch, Tealium and LiveRamp. Attribution partners include AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular and Kochava. Haus, Measured and WorkMagic will run incrementality tests. DoubleVerify and Integral Ad Science will run brand-suitability pilots.

OpenAI cited three advertiser results. WeightWatchers' cost per acquisition on ChatGPT Ads was 15.3% lower than its blended paid-search benchmark. Dose saw 67% of incremental purchases come from net-new customers. Portland Leather said 93% of visitors from ChatGPT Ads were new.

OpenAI puts ChatGPT at 1.2 billion weekly users. Ads already run in 31 European countries, according to the company. It said guardrails keep ads away from sensitive or emotionally vulnerable conversations, and that Pro, Business and Enterprise plans stay ad-free. Search Engine Roundtable also reported the test.

The visual format test begins later in October in the US, with an initial group of advertisers.