OpenAI says it will begin testing a new visual ad format in ChatGPT later this month in the US, displaying clearly labeled visual ads during image generation

Visual ads now appear when you generate images in ChatGPT.

OpenAI announced on October 5, 2026, a new visual advertising format for ChatGPT that will be tested starting later this month in the US. This format will display labeled visual ads during image generation within ChatGPT, showcasing product inspiration, usage, or outcomes. The ads will be clearly separated from user-generated images and will not influence AI responses. OpenAI stated this initiative aims to expand advertising opportunities for businesses to reach the platform's 1.2 billion weekly users, complementing its subscription model. The company also detailed expanded measurement tools and a partner ecosystem for ChatGPT Ads, including integrations for conversion data and attribution solutions with companies like Hightouch, Tealium, and LiveRamp, alongside brand suitability pilots with DoubleVerify and Integral Ad Science.

The introduction of visual ads within ChatGPT's image generation process signifies a significant step in monetizing generative AI platforms beyond direct subscriptions. By integrating ads into a creative workflow, OpenAI is tapping into a user base actively engaged in discovery and decision-making, presenting a novel advertising environment. This move suggests a broader industry trend towards embedding advertising directly into AI-powered user experiences, potentially altering how brands reach consumers in AI-driven contexts.

OpenAI's focus on measurement tools and brand suitability pilots with third-party verifiers like DoubleVerify and Integral Ad Science addresses critical advertiser concerns regarding ad performance and brand safety in a new medium. The detailed reporting on conversion data, attribution, and incrementality indicates a sophisticated approach to demonstrating ROI, aiming to build advertiser confidence. As this format rolls out, other AI platforms may follow suit, accelerating the development of dedicated advertising infrastructure for generative AI applications.