OpenAI is testing clearly labelled ads inside ChatGPT for free-tier US users. Brands cannot buy placement in organic AI answers.
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 separate from AI-generated answers. Brands cannot buy into organic recommendations
Criteo has joined the pilot as an advertising partner, signalling retail and ecommerce focus
What it means
A new paid channel is forming inside the AI tool that 200+ million people use weekly. The separation between ads and organic answers matters: it means brand mentions in ChatGPT responses are earned through content authority, not paid placement. For Australian businesses, the pilot is US-only for now, but the model will likely expand. The businesses that appear in organic ChatGPT recommendations today will have an advantage when the paid layer rolls out globally.
What to do
Monitor the ChatGPT ad pilot through Criteo and OpenAI updates for expansion beyond the US
Focus on being cited in AI answers organically: publish authoritative content with clear facts and named sources
Evaluate whether your media buying partners have access to early ChatGPT ad inventory
Start tracking AI-referred traffic in your analytics. Tag ChatGPT referral sources now so you have a baseline
Source: CNBC, Criteo, AdExchanger