OpenAI Tests Image Ads in ChatGPT and Widens Ad Measurement Tools

A visual ad format starts testing in image generation

According to OpenAI, the new format is meant to help people imagine how products and services could fit into their lives. Ads will use images showing product inspiration, product usage, or the experiences a product makes possible. For advertisers, the company says, this opens a new way to tell their story through pictures.

The first tests will take place during image generation in ChatGPT. OpenAI says the ads will be clearly labeled and kept separate from the image being created. As with its other ad formats, the company states that advertising does not influence the answers ChatGPT provides.

Testing will begin later this month in the US with an initial group of advertisers. The company gave no further details on the rollout.

OpenAI frames the move as part of its mission. It says ChatGPT reaches 1.2 billion people each week and calls it the world's largest AI-native consumer platform. In its words, advertising helps bring the benefits of AI to more people and lets the company serve a much larger market than subscriptions alone.

More partners for measuring ChatGPT Ads

OpenAI says its measurement approach supports both in-house and partner-led solutions, so advertisers can use the systems they already rely on. New integrations with Hightouch, Tealium and LiveRamp make it easier to send conversion data from existing systems to ChatGPT Ads.

The company also lists support for attribution partners across web and app, covering Conversions API, reporting and click attribution. They include AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge and Tenjin. Full-funnel and advanced measurement partners include Fospha, Measured and INCRMNTAL.

On incrementality, OpenAI describes its work as still in its early stages. It is partnering with Haus, Measured and WorkMagic to explore geo-based experiments that could show the causal impact of ChatGPT Ads.

OpenAI also shared early findings from partners:

• According to DV Rockerbox, WeightWatchers' attributed cost per acquisition on ChatGPT Ads was 15.3% lower than its blended paid-search benchmark.
• WorkMagic reported statistically significant lift for wellness brand Dose, with 67% of incremental purchases coming from net-new customers.
• According to Triple Whale, 93% of Portland Leather's visitors from ChatGPT Ads were new.

Brand suitability and placement guardrails

OpenAI says its placement guardrails assess whether a conversation is appropriate for advertising, with the aim of keeping ads out of emotionally vulnerable, sensitive or otherwise unsuitable contexts. The company cites automated review, human oversight and ongoing monitoring to find and address policy violations.

For brands with narrow requirements of their own, Negative Phrases are now available to qualifying advertisers.

OpenAI is also developing brand suitability evaluation pilots with DoubleVerify (DV) and Integral Ad Science (IAS). The approach lets independent partners assess how OpenAI's brand safety standards are applied in a controlled testing environment, without access to private user conversations. The stated goal is more transparency for advertisers while protecting conversation privacy.

What it means for advertisers and users

For advertisers, the update adds a more visual way to present products, more options for connecting existing data and attribution tools, and independent checks on where ads appear. The performance figures come from partners and describe individual brands, so they are early indications rather than broad benchmarks.

For users, OpenAI says ChatGPT's answers stay independent, conversations stay private and users remain in control of their experience. The company says it will keep adding formats and capabilities to its ad platform. Businesses can sign up for ads at ads.openai.com.