OpenAI plans to test ChatGPT visual ads while users wait for the service to generate images. The trial will begin in the United States later in October with a limited group of advertisers.
The format will let brands promote products and services through imagery. For example, an advertisement could demonstrate a product in use or highlight an experience associated with a service.
According to OpenAI, the ads will carry clear labels and remain separate from the image a user requests. The company also says advertising does not influence ChatGPT’s answers.
Image Generation Provides a New Advertising Placement
The initial test introduces a visual advertising placement during the image-generation process. However, OpenAI’s announcement does not describe ads becoming part of the generated artwork.
Instead, advertisers will have a separate space to present promotional imagery while ChatGPT creates the requested image.
The company says ChatGPT now reaches 1.2 billion people each week. Advertising provides another revenue source alongside paid subscriptions, including from people who use the service without subscribing.
For now, the announced ChatGPT visual ads trial covers the US. OpenAI has not outlined a broader international rollout in the supplied announcement.
Advertisers Gain More Conversion Measurement Tools
Alongside the visual format, OpenAI is expanding its advertising measurement capabilities. These tools aim to help advertisers assess whether placements lead to purchases or other desired actions.
The company is integrating with Hightouch, Tealium and LiveRamp for conversion data. Meanwhile, attribution partners include AppsFlyer, Adjust, Branch, Triple Whale and Kochava.
Together, these integrations will give advertisers more ways to evaluate campaign performance beyond simply displaying an ad.
The changes therefore address both how advertising appears in ChatGPT and how businesses measure its results.
Suitability Checks Focus on Conversation Context
OpenAI is also working with DoubleVerify and Integral Ad Science on advertising suitability.
Unlike a conventional webpage placement, a conversational service must consider the context of an exchange. OpenAI says its safeguards aim to prevent ads from appearing in sensitive, emotionally vulnerable or otherwise unsuitable conversations.
However, the company says independent partners evaluating those safeguards will not receive access to private user conversations.
The upcoming US trial will introduce the new visual format while OpenAI continues developing its advertising measurement and suitability systems.
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