ChatGPT will start showing ads during image generation

OpenAI has introduced a new visual ad format in ChatGPT, which will initially be tested during image generation. The first tests will begin in the US later in October 2026 with a limited group of advertisers.

The company announced this in its official blog.

The new ads will use images to show products, how they are used, or related services. OpenAI expects that this format will allow users to better evaluate products directly while working with ChatGPT.

At the first stage, visual ads will appear when images are generated. OpenAI emphasizes that ad units will be clearly marked and will remain separate from the image generated by the user.

The company also stated that ads will not affect ChatGPT's responses. OpenAI separately maintains the principle that user conversations remain private, and advertisers do not get access to the content of personal dialogues.

At the same time, OpenAI is expanding tools for evaluating ad effectiveness. The company is integrating ChatGPT Ads with Hightouch, Tealium, and LiveRamp, and is also connecting attribution services AppsFlyer, Adjust, Branch, Triple Whale, and a number of other platforms.

Advertisers will be able to track, for example, purchases, sign-ups, app installs, and other actions after a user interacts with an ad. OpenAI is also testing tools that are intended to help assess whether a particular ad campaign led to additional sales.

According to the company, ChatGPT is currently used by about 1.2 billion people weekly. OpenAI plans to develop advertising as an additional source of funding for mass access to its AI services along with paid subscriptions.

A separate area concerns ad placement safety. OpenAI uses automated systems, human moderation, and special restrictions to avoid showing ads next to sensitive or emotionally vulnerable conversations.

The company has also begun working with DoubleVerify and Integral Ad Science on independent evaluation of the environment in which ads are shown. At the same time, according to OpenAI's statement, partners are not given access to users' private conversations.

The new visual format continues the expansion of the ChatGPT advertising platform. Previously, OpenAI has already launched tools for creating ad campaigns on your own, pay-per-click, and additional conversion evaluation options.