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SearchThe company plans to test the format with a small group of advertisers in the United States. It says the ads will be labeled and kept separate from images created by users, and will not alter responses.
OpenAI will expand ChatGPT’s advertising options with visual ads linked to image generation. The initial test will take place in the United States and involve a small group of advertisers. The company presents the format as a way to showcase products or services related to activities involving inspiration and exploration, such as home decor, fashion, or travel.
Ads would appear alongside images created in ChatGPT, not integrated into them. According to OpenAI, they will be clearly labeled as advertising and visually separated from generated content. The company also maintains that ads will not influence the system’s responses.
The difference matters to brands: the format aims to associate a visual creative with a need or idea the user is developing in the conversation. However, this possible contextual proximity does not mean the ad is part of the response or that the advertised product has been recommended by the model.
Reports place the launch of the test at different times: some say in the coming days, while others say at the end of the month. Therefore, there is no single start date that can be stated without attribution. The available information describes an initially limited rollout in the United States; it does not confirm a timeline for other markets.
OpenAI is also developing tools to measure advertising effectiveness and assess the suitability of the contexts in which ads are shown. The initiatives announced include tests with verification companies Integral Ad Science and DoubleVerify. According to published information, these providers would work in a controlled environment and would not have access to private conversations. Testing measurement tools does not, by itself, amount to independent certification of all aspects of the system.
The company says it will apply filters to prevent ads from appearing in conversations it considers inappropriate or in situations involving emotional vulnerability, in addition to using human oversight. One report says the format would be limited to users over 18; this detail is attributed to that report and does not allow other eligibility conditions to be inferred.
For advertisers, the format offers a possible presence in experiences involving creation and discovery, but it also raises questions about privacy, transparency, and brand suitability. The safeguards described are commitments communicated by OpenAI and tools under development, not an independent assessment of how they function in general use.
The announced test is limited to the United States. References to a future international expansion do not confirm that visual ads will come to Spain or other European Union countries, nor do they set a date. If the format were extended to those territories, its operation would have to comply with the applicable rules, including those related to advertising and data protection. For now, the available sources do not detail how OpenAI would address those requirements for this format.
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