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OpenAI says it will test visual ads in ChatGPT image generation

OpenAI announced a visual ad format on 5 October and says ads will be labelled and kept apart from the image being made, with US testing starting later this month.

By ai notis. Written by AI. Every fact is checked against its source. How we work

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Check our sources · 7 facts from 1 source

Key points

  1. OpenAI says the new format uses images showing product inspiration, product usage or the experiences a product makes possible, and will first be tested during image generation in ChatGPT.
  2. OpenAI says ads will be clearly labelled and remain separate from the image being created, and that advertising does not influence the answers ChatGPT provides.
  3. OpenAI says testing will begin later in October in the US with an initial group of advertisers; it says ChatGPT reaches 1.2 billion people each week.

What happened

OpenAI introduced a new visual ad format for ChatGPT that uses images showing product inspiration, product usage or the experiences a product makes possible. It will first be tested during image generation in ChatGPT, with ads labelled and separate from the generated image.

Testing begins later in October in the US with an initial group of advertisers. OpenAI also named new measurement integrations and said ChatGPT reaches 1.2 billion people each week.

What it means for you

Our view

This is a test with an initial group of advertisers in the US, so most users will not see it yet, and there is no date for wider availability. The assurances that ads are labelled, separate from the generated image and do not influence answers are OpenAI's own.

OpenAI also names Hightouch, Tealium and LiveRamp for sending conversion data, and Haus, Measured and WorkMagic for incrementality tests. If your team generates images in ChatGPT for work, check your plan's terms on ads and ask your administrator whether ads can be switched off for business accounts.

This is our view of the facts above. It adds no new facts.

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Check our sources

We checked every sentence above against this source (7 facts in all).

1 Building advertising for the way people use AIOpenAI · 5 Oct 2026 · 7 facts Open the source

  1. OpenAI says: "We’re introducing a new visual ad format in ChatGPT, expanding our measurement tools and partnerships, and developing new ways to understand brand suitability." The post is dated 5 October 2026.

    October 5, 2026 ... We’re introducing a new visual ad format in ChatGPT, expanding our measurement tools and partnerships, and developing new ways to understand brand suitability.

  2. OpenAI describes the format as images "showing product inspiration, product usage, or the experiences they make possible".

    Through images showing product inspiration, product usage, or the experiences they make possible, people can discover a new brand, understand what makes an offering distinctive, and decide what to buy.

  3. OpenAI says: "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."

    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.

  4. OpenAI says: "Testing will begin later this month in the US with an initial group of advertisers."

    Testing will begin later this month in the US with an initial group of advertisers.

  5. OpenAI says advertising "does not influence the answers ChatGPT provides".

    As with our other ad formats, advertising does not influence the answers ChatGPT provides.

  6. OpenAI says ChatGPT "reaches 1.2 billion people each week".

    ChatGPT reaches 1.2 billion people each week, making it the world’s largest AI-native consumer platform.

  7. OpenAI names integrations with Hightouch, Tealium and LiveRamp for sending conversion data to ChatGPT Ads, and incrementality partnerships with Haus, Measured and WorkMagic.

    Integrations with Hightouch, Tealium, and LiveRamp make it easier for advertisers to send conversion data from their existing systems to ChatGPT Ads. ... we’re partnering with Haus, Measured, and WorkMagic to explore geo-based experiments to help advertisers understand the causal impact of ChatGPT Ads.

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