ChatGPT Ads and advertising on GenAI Search Engines: what you need to know

The shift toward generative search is accelerating in 2026. A few key stats help highlight the scale of the trend:

• ChatGPT.com recorded around 5.2 billion monthly visits, with 601.5 million unique visitors.
• The global AI search engine market is valued at $43.63 billion in 2025 and is projected to reach $108.88 billion by 2032, with an average annual growth rate of 14 percent.
• According to a study by Botify and DemandSphere, AI-generated answers on Google occupy nearly half of the screen on average, 42 percent on desktop and 48 percent on mobile. When paired with a Featured Snippet, the two blocks can cover up to two-thirds of the visible page.

These changes make advertising investments in conversational environments even more strategic.

OpenAI is preparing to introduce native ad formats directly within ChatGPT, and has now clarified the scope, audience and principles governing this future advertising ecosystem. In 2026, this ambition is supported by early testing initiatives rather than a full public rollout. According to internal documents revealed in 2024, ChatGPT Ads will appear in the free interface, with a bold objective: generate $25 billion in ad revenue by 2029.

Several ad formats are currently being explored or prototyped as part of these testing phases:

• Sponsored answers seamlessly integrated into conversations
• Carousels promoting products or content based on the user’s context
• Rewarded ads, where users watch an ad in exchange for temporary premium access

In 2026, ChatGPT Ads is not yet live for the general public, but OpenAI has confirmed that internal testing will begin with Free and Go adult users in the United States. Plus, Pro, Business, Enterprise and Education plans will remain fully ad-free.

OpenAI has also stated that ads will not influence ChatGPT’s answers. Sponsored content will be displayed separately, clearly labeled, and kept distinct from conversational responses. User conversations are not shared with advertisers, and ad personalisation can be disabled at any time.

This approach suggests that success on ChatGPT Ads will depend less on bidding mechanics, and more on how well brands structure, contextualise and syndicate their product and content data.

OpenAI has significantly reinforced its leadership and product teams to support the development of its advertising and consumer-facing strategy:

• Fidji Simo, former CEO of Instacart and former head of the Facebook app at Meta, appointed CEO of Applications, with a mandate to scale consumer products like ChatGPT.

• Kate Rouch, former Global Head of Marketing at Coinbase and ex-Meta executive, named OpenAI’s first Chief Marketing Officer, signalling a clear focus on brand, go-to-market and advertising.

• Caitlin Kalinowski, formerly leading AR hardware at Meta and previously at Apple, now heads OpenAI’s robotics and consumer hardware division.

• Irina Kofman, ex-Meta executive, hired to lead strategic initiatives and support product scaling.

• At least 44 former Google employees have joined OpenAI since early 2024, strengthening engineering, AI research and product development capabilities.

Together, these hires underline OpenAI’s ambition to build a credible, scalable advertising platform alongside its AI products.

Quick overview of what a ChatGPT Ads response might look like – generated image –

Since 2023, Google has been experimenting with its Search Generative Experience, which generates answers at the top of search results using AI models. This pushes organic results further down, but Google Shopping Ads still appear in 81 percent of cases, even when the AI response is displayed.

Perplexity AI, on its end, launched an innovative format in late 2024: “sponsored follow-up questions.” After answering a query, the tool suggests additional sponsored questions directly related to the user’s intent.

These experiments show that advertising is adapting to conversational interfaces by integrating naturally into the information flow. Unlike Google and Perplexity, OpenAI is taking a more cautious, principle-driven approach to advertising within conversational environments.

Above Google SGE, for synthesis and conversation.
And below Google AI Overviews, for synthesis.

According to a SparkToro study, referral traffic from ChatGPT increased by 145 times in one year, with an estimated one percent share of global search volume, an impressive figure for a tool that only cites sources in certain cases.

Given OpenAI’s confirmed principles around ads, preparation is less about buying inventory and more about structuring content and data for contextual relevance.

To prepare for ChatGPT Ads and, more broadly, for visibility within generative search environments, brands need to think beyond classic SEO. The priority is no longer ranking alone, but being selected, cited and reused within AI-driven conversations.

1. Structure your information for reuse
   Conversational engines prioritise content that can be easily extracted and recomposed. Use bullet points, comparison tables, FAQs and clearly separated sections to support summarisation, citation and follow-up answers.

2. Demonstrate expertise and freshness
   Keep data up to date, cite reliable sources and add original insights. In 2026, GenAI engines increasingly favour content that shows domain expertise and temporal relevance.

3. Make your content machine-readable
   Schema.org tags such as FAQPage, Product and HowTo remain essential, not just for classic search, but to help AI systems interpret intent, entities and relationships.

4. Prepare product and offer data for conversational use cases
   Well-structured product feeds with clear titles, attributes, prices and descriptions are becoming strategic assets. These datasets can fuel AI recommendations, comparison answers and future sponsored formats.

5. Map conversational intent, not just keywords
   Move beyond keyword lists and start identifying recurring questions, follow-ups and decision paths around your products or services using tools like ChatGPT APIs or Perplexity Labs.

In the short term (now/early 2026)
Continue investing in Google Shopping, which remains a core performance driver even within SGE and AI Overviews. Complement it with high-value educational and guide-style content designed to surface in generative answers.

In the near future (2026 and beyond)
Begin structuring conversational campaigns and presence across ChatGPT and Perplexity, focusing on:

• Long-tail, high-intent conversational queries

• Multi-step conversation flows (problem identification → comparison → recommendation)

• Native formats designed to enrich the experience rather than interrupt it

The introduction of ads in ChatGPT has sparked debate, with some observers suggesting users could migrate to ad-free alternatives such as Google Gemini:

“Why would someone use ChatGPT with ads if Gemini is better and always ad free ? I just believe ChatGPT can’t compete longterm with companies like Google, that don’t need to create revenue and don’t have to care about burn.”

In practice, this comparison oversimplifies user behaviour.

ChatGPT is increasingly used as a dedicated cognitive workspace, while Gemini remains tightly embedded within Google’s search ecosystem. More importantly, OpenAI has stated that ads will not influence AI-generated answers, reinforcing a separation between monetisation and relevance.

For brands, the real shift is elsewhere. In generative environments, visibility is first decided by the AI itself, not by media spend. Ads may amplify demand, but they do not create eligibility. This makes Generative Engine Optimisation (GEO) a prerequisite, not an alternative, to future conversational advertising.

Conversational advertising is inevitable. OpenAI is actively testing and rolling out ChatGPT Ads, while Google and Perplexity are already testing innovative formats. In this context, brands must rethink their content, visibility and media buying strategies.

Those who anticipate this transformation today will reach tomorrow’s qualified and engaged audiences, ones that are increasingly difficult to reach through traditional channels.