ChatGPT ads are opening up quickly. Access is expanding, costs are falling, and more brands are beginning to test the channel. What started as a controlled pilot is moving into broader adoption, and the window for early learning is narrowing.
For marketers, the focus now is on how to approach this channel in a way that delivers meaningful insight and performance.
Who is already experimenting
More than 600 advertisers are already testing ChatGPT ads across a range of sectors.
Early activity is concentrated in categories where intent is clear and decisions are considered. This includes financial services, travel, consumer electronics, automotive and high-value retail.
At this stage, most of these brands are not scaling aggressively. The emphasis is on learning how AI-driven intent behaves, how users ask questions, and how ads perform within that environment.
Why ChatGPT ads require a different approach
ChatGPT is not a traditional media channel. Users are not browsing or comparing lists of links. They are asking questions, often with context, constraints and clear intent. The platform generates a structured response, and ads appear as part of that experience.
Content, intent and media are closely connected. The way a brand appears in a response influences how an ad is received, and the context of the query shapes performance as much as targeting or creative.
What you need in place before you start
Getting started with ChatGPT ads is not just about gaining access to the platform. Preparation plays a significant role in how effective early tests will be.
There are four areas to consider:
1. Visibility in AI-driven search
Understanding how your brand appears in AI-generated responses is a useful starting point. This includes whether your brand is being referenced, how it is positioned, and how it compares to competitors within those responses.
2. Intent mapping
ChatGPT queries differ from traditional search behaviour. They tend to be longer, more specific and often closer to a decision. Mapping these queries helps shape both targeting and messaging.
3. Messaging for answer-led environments
Creative needs to align with the structure of AI-generated responses. Ads that feel disconnected from the answer or the user’s question are less likely to perform. Messaging should reflect the context in which it appears.
4. Measurement approach
Performance is not always captured through clicks alone. Influence can occur within the interaction itself, which requires a broader view of measurement beyond traditional models.
Building an integrated strategy
LLM ads are most effective when connected to a wider marketing strategy. This includes aligning paid activity with how a brand appears in AI-generated answers, connecting insights from ChatGPT to search and content strategies, and understanding how this channel contributes to overall performance. For many organisations, this requires closer coordination between teams that are typically managed separately.
How to get started
A structured testing approach is the most effective way to begin. Initial campaigns can focus on specific query types or audience scenarios, with close monitoring of how ads are positioned, how users respond, and how performance compares to other channels.
Insights from these tests can then inform targeting, messaging and measurement. At this stage, the value comes from building understanding rather than scaling spend.
Early access to ChatGPT ads
Early access to the platform is now available for brands looking to explore the channel. This includes both campaign execution and guidance on how to approach AI-driven environments, from preparation through to performance measurement.
Brands interested in early access to the platform and guidance on how to approach it effectively can apply here.
What happens next
AI is reshaping how users discover and evaluate products. As platforms like ChatGPT become more embedded in everyday decision-making, advertising within these environments will become more relevant within the broader media mix.
Brands that begin testing now will be better placed to understand how this channel works and how it fits into their wider strategy over time.
