OpenAI adds visual component to ChatGPT ads

OpenAI is adding a visual ad format to ChatGPT Ads, alongside expanded measurement tools and brand suitability pilots aimed at winning over advertisers.

The new format will first be tested during image generation in ChatGPT. Ads will use images to show product inspiration, product usage or the experiences a product makes possible. The ads will be clearly labelled and kept separate from the image being created. OpenAI also reiterated that advertising does not influence ChatGPT's answers.

“Our new visual ad format helps people discover products and services and imagine how they could fit into their lives, while giving advertisers new ways to tell their stories more visually,” stated the announcement from OpenAI. 

Testing begins later this month in the US with an initial group of advertisers. OpenAI has not shared timing for other markets.

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While announcing the new changes, OpenAI also highlighted measurement philosophies for ChatGPT ads. 

Specifically, OpenAI has made it easier for advertisers to send conversion data from their existing systems to ChatGPT Ads through integrations with customer data companies. OpenAI’s announcement specifically highlighted Hightouch, Tealium and LiveRamp. The system also supports a long list of attribution partners across web and app.

For incrementality measurement, which OpenAI said is still in its early stages, the company is working with Haus, Measured and WorkMagic on geo-based experiments to gauge the causal impact of ChatGPT Ads.

It also highlighted early partner data that points to strong results: WeightWatchers' cost per customer was 15.3% lower than on paid search, 67% of Dose's extra sales came from new customers, and 93% of Portland Leather's ChatGPT Ads visitors were new. 

The update follows ChatGPT Ads' expansion into Southeast Asia and Taiwan on 24 September, covering Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam and Taiwan.

At the end of August, OpenAI said the business had hit an annualised revenue run rate of US$1 billion in under 200 days, with tens of thousands of advertisers on board. Ads only appear for users on the Free and Go plans. In its announcement of the update, OpenAI also added that ChatGPT reaches 1.2 billion people weekly, framing ads as the way to keep the platform accessible to those who don't pay for a subscription.

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