1 min read
What changed
OpenAI confirmed it is testing ads inside ChatGPT for US users on free and entry-level tiers
Ads are clearly labelled and separated from AI-generated answers
OpenAI is projecting $2.5 billion in ad revenue for 2026, with a long-term target of $100 billion annually by 2030
Hundreds of advertisers are already participating, with annualised revenue reportedly above $100 million
What it means
A new ad platform is being born. ChatGPT has over 300 million weekly users, and ads inside conversational AI represent an entirely new touchpoint. For Australian marketers, this is not actionable today (the pilot is US-only), but it signals where the industry is heading. Brands that appear as recommended products or services inside AI conversations will have a structural advantage.
What to do
Watch for ChatGPT ad availability in Australia. When it opens, early adopters will benefit from lower CPMs and less competition
Start building AI-friendly brand signals now: structured data, product feeds and third-party validation that AI models use to form recommendations
Track Criteo's involvement as a ChatGPT ad partner. If you use Criteo already, you may get early access
Factor AI advertising spend into your 2027 budget planning
Source: CNBC, MarketingProfs, Criteo (March-April 2026)
