OpenAI to test visual ads inside ChatGPT’s image generator this month

OpenAI announced on October 5, 2026 that it will begin testing a visual ad format in ChatGPT later this month. The test is set to run in the United States with an initial group of advertisers.

What OpenAI is actually testing

The new format plugs into ChatGPT’s image generation feature. Instead of plain text placements, these ads will show images built around a product: inspiration for it, examples of it in use, or the experience it is meant to deliver.

OpenAI says the ads will be clearly labeled and kept distinctly separate from the images the AI generates for the user. Paid content sits next to your output rather than inside it, so the picture you requested is not reshaped by whoever bought the placement.

Alongside the new format, OpenAI is upgrading its measurement tools. It is also working with partners including Hightouch, Tealium, and DoubleVerify to help advertisers track campaign performance and brand safety.

The numbers behind the pitch

ChatGPT reaches 1.2 billion weekly users, which puts it firmly in the conversation as a major advertising platform.

Early partner data gives brands a second reason to look. WeightWatchers reported a 15.3% lower attributed cost per acquisition compared with paid-search benchmarks in initial ad testing.

How ChatGPT got here

Broader testing of ChatGPT ads began on February 9, 2026, for logged-in users on the free and Go tiers. Subscribers on higher tiers see no ads.

OpenAI launched the ad program as a response to high infrastructure costs. The stated goal is to broaden access to ChatGPT’s features for people who are not on premium plans.

The company has said its existing ad program does not compromise the quality of ChatGPT’s responses. It has also said it does not use private user data for targeted advertising.

As of the latest update, OpenAI has not announced any new countries for its ads. It also has not unveiled other ad formats beyond the visual image-generation tests.