OpenAI began testing ads inside ChatGPT in February 2026, and the rollout has been more cautious than many advertisers expected.
So far, ads appear as clearly labeled “sponsored” cards triggered by user intent (e.g., shopping or travel queries).
Over 100 brands are already testing the format especially retailers with some early signs of positive performance.
However, advertisers are asking for faster scaling, more customization, and real-time reporting tools.
