OpenAI is rolling out a new visual advertising format for ChatGPT, accompanied by significant expansions to its measurement capabilities and brand suitability safeguards. The move aims to leverage ChatGPT’s reach of 1.2 billion weekly users to create a new channel for businesses while maintaining the platform's core user experience.
What Happened
The new visual ad format is designed to help users imagine how products and services fit into their lives through images that showcase product inspiration, usage, or resulting experiences. Initially, this format will be tested during image generation in ChatGPT. OpenAI states that these ads will be clearly labeled and remain separate from the images being created, ensuring that advertising does not influence the answers ChatGPT provides. Testing is scheduled to begin later this month in the US with an initial group of advertisers.
In addition to the new format, OpenAI is expanding its measurement ecosystem to support both in-house and partner-led solutions. New integrations with Hightouch, Tealium, and LiveRamp allow advertisers to send conversion data from existing systems to ChatGPT Ads. The company also announced support for leading attribution partners including AppsFlyer, Triple Whale, Adjust, and others, enabling Conversions API, reporting, and click attribution.
Why It Matters
For advertisers, the expansion of measurement tools addresses a critical gap in understanding how AI-native platforms contribute to business outcomes. OpenAI highlighted early partner findings to illustrate potential performance: according to DV Rockerbox, WeightWatchers’ attributed cost per acquisition on ChatGPT Ads was 15.3% lower than its blended paid-search benchmark. WorkMagic reported a statistically significant lift for wellness brand Dose, with 67% of incremental purchases coming from net-new customers, while Triple Whale noted that 93% of Portland Leather’s visitors from ChatGPT Ads were new.
OpenAI is also developing brand suitability evaluation pilots with DoubleVerify (DV) and Integral Ad Science (IAS). These pilots aim to provide independent assessment of how brand safety standards are applied without accessing private user conversations. Additionally, the company is exploring incrementality measurement through geo-based experiments with partners like Haus, Measured, and WorkMagic. These efforts are part of a broader strategy to build confidence in the advertising environment while protecting user privacy and maintaining control over the experience.
The Bottom Line
OpenAI is formalizing its advertising infrastructure by introducing visual formats, expanding third-party measurement integrations, and piloting independent brand safety assessments. Businesses can sign up for ads at ads.openai.com, with the company emphasizing that these updates align with its principles of keeping answers independent, conversations private, and users in control.