Software Brands Lead ChatGPT Ad Market as Retailers Hold Back
OpenAI is expanding ChatGPT beyond a conversational AI service into a potential digital advertising channel, using a self-service ad management platform to make campaigns easier to launch. The shift matters because ChatGPT’s large user base could give marketers an alternative to established search and social platforms, while creating a new revenue stream for OpenAI. Software companies appear best positioned to test the format early because they already target digitally engaged business and developer audiences.
The number of active advertisers on ChatGPT jumped 46% within one week after OpenAI lowered the barrier to entry through its self-service system. Most of the 10 largest advertisers are B2B SaaS, productivity software and developer-tool brands, indicating that technology vendors are leading the initial market. Major retailers, however, have yet to commit meaningfully and remain on the sidelines as they assess campaign performance, audience fit and potential returns.
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The history behind this eventOpenAI Begins ChatGPT Ad Tests With Target, Adobe Among First Participants
OpenAI is using advertising to broaden ChatGPT's revenue base, targeting free users who account for about 94% of its user base and extending ads to the lower-priced Go plan. The move turns conversations into a channel for product recommendations and brand exposure, while bringing generative AI further into a digital advertising market dominated by Google and Meta.
OpenAI launched its first ChatGPT advertising tests in the United States in 2026, using a cost-per-click (CPC) model for Free and Go users. Other paid plans remain ad-free. Target will place ads through its retail media business, Roundel, with Adobe and other brands also joining the initial test. Neither first-wave budgets nor per-click rates have been disclosed.
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