What to expect from new ChatGPT ads

The quick answer

OpenAI is planning to introduce ChatGPT ads, but the model is still in development. Here is what we know about the new ad model based on CEO Sam Altman's statements:

1. No Final Model Exists: OpenAI has not released a specific ad format or detailed plan. The company is still exploring how to implement ads without disrupting the user experience.
2. Ads Must Add Value: The core principle is that any ad must be a "net win" for the user. The goal is to avoid intrusive or irrelevant advertising that undermines trust in ChatGPT's answers.
3. Integrity is Key: The ad model will not allow payments to influence or bias ChatGPT's core recommendations. Promoting a worse product over a better one for a fee is explicitly ruled out.
4. Transaction Fees Are Likely: A potential model involves OpenAI taking a small fee on transactions completed through the platform, such as booking a hotel or buying a product, as long as the recommendation itself remains unbiased.
5. Personalization Is a Possibility: OpenAI is exploring using ChatGPT's memory feature for highly personalized ads, but is proceeding with caution to avoid creating a system that feels invasive or "dystopian."

ChatGPT ads are coming but the model is not set

OpenAI has confirmed that some form of advertising will eventually come to ChatGPT. This marks a shift from CEO Sam Altman's previous position, where he described advertising as a "last resort."

His view has softened after positive experiences with ads on other platforms that add value. However, he has made it clear there is no concrete plan. When asked about specifics, Altman stated, "I don’t know what it is yet, I’m not like, ‘Here is our ad model’ already." This indicates a careful, exploratory phase, not an imminent product launch.

The company is reportedly aiming for significant new revenue from free user monetization by 2026, which is widely interpreted as advertising. This signals that while the approach is cautious, the intent is serious and has substantial financial goals attached.

What does this mean for marketers?

The primary takeaway is that change is on the horizon for AI-driven search and discovery. While there is no immediate action to take on a specific ChatGPT ad platform, now is the time to understand the principles guiding its development. Businesses that align their strategies with these principles will be better prepared to capitalize on this new channel when it arrives.

The principles guiding the OpenAI ad model

Unlike traditional search advertising, OpenAI's approach is not based on selling the top slot to the highest bidder. Instead, Altman has outlined a set of principles designed to protect the user experience and the integrity of the AI's responses.

1. User value and trust are the priority

The foundational rule is that ads must be a "net win to the user." They should not undermine trust or feel like a simple cash grab. This suggests that the most successful ads will likely be contextually relevant suggestions that genuinely help the user accomplish a task.

For your business, this means your advertising mindset must shift from interruption to assistance. The future of ChatGPT ads will reward brands that provide useful information and seamless solutions, not just those with the largest ad spend. This aligns with a strong content strategy, where a foundation of high-quality, factual information builds the trust necessary for an AI to recommend you. Creating this foundation is a core part of effective SEO content services.

2. Ad payments will not bias AI recommendations

Altman has been firm that biasing answers for payment would be "catastrophic" for the user's relationship with ChatGPT. You will not be able to pay to make the AI call your product the "best" if it is demonstrably not.

This is a direct challenge to the search ad model where paid links are placed above organic results. In the OpenAI model, the best organic recommendation comes first, and any monetization happens separately. This forces businesses to focus on product quality, service, and positive reviews over pure ad budget.

3. Transaction fees are the most likely monetization path

The most concrete idea floated is a commerce model based on transaction fees. If a user asks ChatGPT to help them book a flight and the AI facilitates that booking, OpenAI could take a percentage of the sale. This is closer to an affiliate or referral model than a traditional ad impression or click model.

This has major implications for your business operations. Your sales process must be simple and efficient enough for an AI to navigate. A clunky checkout or a complex lead form will create friction, making it less likely for an AI to successfully facilitate a transaction with your business. Your digital presence must be a well-oiled machine, from discovery to conversion. Having a website designed to convert is no longer just a good idea; it's becoming a technical requirement for the AI era.

How to prepare your marketing for ChatGPT ads

While you cannot buy ChatGPT ads today, you can begin preparing your business for this new marketing paradigm. The work you do now will build the foundation needed to succeed in a conversational, transaction-based advertising ecosystem. The focus is on quality, clarity, and ease of use.

Step 1: Get your content and data in order

If ChatGPT will not recommend a "worse" product, your primary task is to prove you are the "better" choice. This starts with your website content. Ensure your product descriptions are clear, your service details are accurate, and you have a wealth of helpful articles, guides, and case studies that demonstrate your expertise.

Structure your data so an AI can easily understand it. Use clear headings, bulleted lists, and schema markup to define your products, services, locations, and pricing. The more structured and factual your information is, the more likely an AI is to trust it and use it to answer user questions.

Step 2: Audit your conversion pathways

Map out every step a customer takes to buy from you. How many clicks does it take to purchase a product? How many fields are in your lead form? A transaction-fee model only works if the transaction can be completed seamlessly.

Your goal should be to remove as much friction as possible. Simplify forms, streamline checkout processes, and ensure your site is fast and mobile-friendly. A user asking an AI for a quick solution will not have the patience for a slow or confusing website, and the AI itself may be programmed to avoid sending users to poor experiences.

Step 3: Monitor your brand in AI conversations

Start using ChatGPT and other large language models as a research tool. Ask them questions about your industry, your products, and your competitors. Pay close attention to the answers you receive.

Are the facts about your business correct? Is the AI pulling outdated information? Does it mention you at all? This provides a baseline understanding of your current visibility in AI-generated results and highlights content gaps you need to fill. This is the new frontier of brand reputation management.

What we still don't know

It is important to remain grounded. The format, placement, and style of ChatGPT ads are entirely undecided. When asked what the ads would look like, Altman's answer was "I have no idea," as reported in the original article from Search Engine Land.

There is no launch date and no list of beta partners. The ideas discussed are principles, not a product specification. The key takeaway for now is not to wait for a new ad dashboard, but to invest in the fundamental quality of your business, your content, and your website. In the emerging AI-driven advertising world, that will be the price of entry.