OpenAI is emerging as a new advertising channel, but early advertiser sentiment is mixed as brands grapple with limited data, unclear performance, and a rapidly evolving product.
Driving the news. Two months after launching ads in ChatGPT, advertisers are experimenting — but still lack clear measurement tools and performance benchmarks.
- Early campaigns are largely impression-based, with little insight into outcomes.
- CPMs have reportedly been high, with initial minimum spends in the six figures.
- Some advertisers say the product feels early and slow to mature.
The vibe check. According to Ad Age reporting, advertiser sentiment sits somewhere between cautious optimism and frustration.
- Optimism stems from ChatGPT’s position as a leading consumer AI platform.
- Frustration centers on lack of transparency, targeting, and reporting.
Why we care. This report this highlights both the opportunity and risk of investing in AI ad platforms early. While ChatGPT offers access to a fast-growing, high-intent audience, the lack of measurement and evolving product features make it a challenging channel to justify at scale.
It’s a signal to test thoughtfully and start building an AI strategy without overcommitting budget too soon.
The bigger picture. OpenAI’s ad push comes as it juggles multiple priorities — from AI development to enterprise growth — while facing rising competition from Google and Anthropic.
Some in the industry see OpenAI as having “cast too wide a net,” experimenting across video, commerce, and other products before refocusing. Its Instant Checkout commerce feature was quietly pulled back whilst video ambitions have also lost ground to competitors.
How ads actually show up. Early tests suggest ads may influence user journeys — but not always directly.
In one example, a sponsored retailer appeared more prominently in recommendations, even when multiple options were listed. Still, platforms maintain that ads do not directly alter core answers.
Yes, but. There’s ongoing tension between consumer trust (keeping answers unbiased), and advertiser goals (increasing visibility and influence).
That balance will likely shape how AI ads evolve.
What marketers should do now. Experts say brands don’t need to rush in. Large brands may benefit from early testing whilst others can focus on strategy development while the space matures. The priority is understanding how AI fits into broader media and search behavior.
The bottom line. ChatGPT ads are still in their infancy — promising, but unproven — leaving advertisers to experiment carefully while waiting for the platform to catch up to expectations.
Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
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