We’ve been talking about how AI is changing search for a while now. The next iteration is just about here. Last month, Open AI announced that ChatGPT will soon be showing ads within the platform. Advertising isn’t live yet as of this article on 2/3/26 (*Note: as of 2/9/26 OpenAI has officially started rolling out tests), and will be open to select audiences via invite initially. When it is live for all, you can be sure that we’ll be all over it! Here’s what we do know so far:
Ads Will Only Appear in “Free” and “Go” Versions
ChatGPT has a Free and “Go” version ($8/mo). Then there are higher tiers – Plus, Pro, Business, Enterprise (as well as “em>educational accounts). Only the Free and Go versions will initially have ads associated with them. While it’s possible that may change in the future, it isn’t likely, and will probably remain as a perk for paid service. Ads will also only be visible for users who are logged in and are adults (18+).
Ads Will Appear Below the Response to Queries
Ads will not be featured within the actual response to a query from ChatGPT. There will be clarity that the ads are advertisements, and not a part of the recommendation or context of the query response. Ads will be below the end of the query to provide additional information or services related to the query instead.
Topically-Based Placement as Opposed to Query-Based
As opposed to targeting in Google Search which would flag specific keywords that would be used in the query, targeting via ChatGPT will be topically-based. This means that targeting is going to be much broader, but not necessarily less effective. The context created by an AI platform could actually make the targeting much more effective, with some knowledge of intent behind the search. Whereas keywords are often more literal but lacking context, topic areas could naturally find good opportunities for advertising that may otherwise be missed.
User Data Will Be Protected
There will be no access for advertisers to data indicating a user’s query. Information around a general topic may be included, especially as it relates to targeting, but information about how and what the user was specifically looking for will not be available. This also applies to the full string of queries, query history, etc. Reporting data will likely look much more like Google’s infamous “(Not Provided)” or the Google Performance Max black box.
Access Will Initially Be Invitation Only
This is the bad news for most advertisers. At least for 2026, ads in ChatGPT are just going to be for the bigger spenders. Advertising is expected to start with a $200,000 minimum contract. If you’re a small business, just want to dip your toe into AI, or don’t have a larger marketing budget, this may be one that you have to sit out for.
There is no open marketplace or self-serve ad platform (like Google Ads). Initial advertising, projected at least through 2026, is going to be invitation only. The exclusive club will consist of direct sales from OpenAI with a full white-glove approach. This doesn’t mean it’s not worth keeping an eye on, or developing some thoughts for a plan for 2027, but for most businesses, it probably isn’t something to plan on for your 2026 spend.
If you do have a bigger budget, and the $200,000 price tag doesn’t scare you off (though we would never recommend jumping into advertising with the bare minimum), this may warrant a discussion, as the platform does have a lot of potential, and is still the engine being used by more people in the AI space.
Where Do We Go from Here?
If you do have the budget to move forward, it’s typically not as easy as requesting access. But, you may be able to make a good pitch if you already have an Enterprise-level account and a representative that you can talk to. It also doesn’t hurt if you have a safe, notable brand that is seen as a potential asset and not a potential liability.
For the majority of users, the best play will be to hold off on paid ads in AI, but keep it in the back of your mind and get some ideas ready. If you’re interested in AI, the best approach is to create content that is easily readable by AI engines, unique, and provides valuable insight. Make sure your site is structured well, and is cited by notable sources. For advertising, Google Ads are typically a great investment because you’re targeting people who are actively looking for what you provide. Just be very strategic (we recently had a client that was getting adequate results from Google Ads, but when we took over the account for them we increased their revenue by 78% with the same budget!). There is still a LOT of money to be made with Google Ads, even with the buzz around AI.
Want to jump on a quick call, just to talk through advertising, AI, and what’s best for your situation? Get in touch and we’ll set up a call.
