Adobe, Audible, and Ford join OpenAI pilot to run ads in ChatGPT
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OpenAI has begun testing advertising in ChatGPT, with several major brands, including Adobe, Audible, Ford, Target, and others, partnering with the company for the pilot programme.
The ads started appearing on Monday and are currently being shown to logged-in adult users in the United States on the free tier and the ChatGPT Go subscription.
According to the participating companies, the ads appear at the bottom of a ChatGPT response and are visually separated from the main answer. They are targeted based on keywords used in a conversation, as well as a user’s past interactions and chat history.
Adobe said it will promote products such as Acrobat Studio and Adobe Firefly, adding that it is working closely with OpenAI to understand how advertising can be integrated into conversational AI. Audible also confirmed its participation through a LinkedIn post, saying the pilot would help it evaluate how ads can add value while maintaining user trust.
Target said its ads will be keyword-based, meaning a user asking about kitchen appliances could see a relevant product promotion, such as for an air fryer. Home furnishing retailer Williams-Sonoma and meal kit company HelloFresh are also part of the pilot, with both companies saying they aim to reach users when they are actively seeking solutions.
Other advertisers involved include Ford, Mazda, Mrs. Meyer’s, and advertising firm Dentsu.
Separately, The Information reported that OpenAI is charging advertisers $60 per 1,000 views during the pilot, about three times the rate charged by Meta for ads on its platforms.
