OpenAI has officially launched its advertising pilot in ChatGPT, giving us a better idea of the kinds of products we might see stuffed under our AI chatbot conversations. Several companies have announced plans to run ads in ChatGPT — placements that will reportedly cost them a pretty penny — from major retailers like Target to automakers like Ford and Mazda.
Target says in the announcement that it will use ads in ChatGPT to help users “discover products, offers and inspiration that meet what they’re looking for at that moment.” It notes that ads will be displayed based on keywords that appear in a user’s ChatGPT prompt. For example, Target says someone using ChatGPT to search for “countertop cooking appliances that make everyday meals more convenient” might see an ad for a Target deep fryer.
Adobe plans to run ads on ChatGPT for its AI-powered document editor, Acrobat Studio, and its AI video and image generator, Adobe Firefly. It pitches the partnership as a way to “better understand how ads can deliver useful and relevant experiences” as it develops its own platform to help advertisers appear in AI search results.
You may also see ads for Williams-Sonoma’s line of housewares, cookware, furniture, and other products. The company says it’s looking to explore how ads in ChatGPT will help “show relevant, high-quality products” at “decision moments.”
It looks like ChatGPT ads won’t be limited to tangible products either, as Amazon-owned Audible plans to work with OpenAI to “reach new audiobook listeners” through ChatGPT. It’s unclear whether Audible will only serve ads to its subscriptions, or whether it will showcase specific audiobooks when someone asks ChatGPT for a recommendation.
Ford, Mazda, Mrs. Myers and others
Advertising agency WPP Media is working with Ford, Mazda, cleaning company Mrs Myers and luxury Swiss watchmaker Audemars Piguet to launch ads on ChatGPT as well. (Her other clients also include Audible and Adobe). Meanwhile, other agencies, including Dentsu and Omnicom, have announced plans to bring their clients’ ads to ChatGPT as well, though they didn’t specify which brands.
Instead, Dentsu notes that it has “several clients” participating in the OpenAI test in the food, hospitality, retail, software, travel and consumer packaged goods (CPG) industries, which can include items such as food and beverage, cosmetics or cleaning products. Omnicom lists companies specializing in apparel, automotive, beauty, CPG, technology, telecommunications, hospitality, retail and fast food as OpenAI test participants.