ChatGPT ads are coming. What should advertisers know?

OpenAI announced on 16.1.2026 that they will soon start showing ads on ChatGPT in the US.

This is a new advertising channel that deserves the attention of every marketer.

A new platform, a great opportunity
ChatGPT has grown into one of the largest search-like platforms, with over 800 million weekly users.

According to Forrester's 2024 study, 89% of B2B buyers already use AI in their research and decision-making process.

From an advertiser's perspective, this means access to an audience that is actively seeking solutions and comparing options right now. In traditional search, the user sees an ad and clicks through. In ChatGPT, the user engages in a discussion, considers the challenges and builds a list of potential solution providers.

AI chat often sits at a critical stage of the buying process, especially in B2B.

What do advertisers need to know now?
Very little is still known about ChatGPT advertising, but OpenAI has confirmed the following:

• Ads will initially only be shown in the US to users of the free version and the lower-cost Go subscription. Paying users will not see ads.

• The ads will appear in a clearly marked section at the end of the response. The ad will only be shown if the conversation is about relevant products or services.

• Ads can be displayed for both products and services. The examples provided included accommodation and consumer products.

• So far, only selected advertisers have access to the platform. OpenAI promises to announce more in the coming weeks.

First wave advantage
Each new advertising platform offers a unique a window of opportunity when it opens. This phenomenon has been repeated with Facebook, Instagram, LinkedIn and TikTok. Advertisers typically get proportionally better results in the first months to first few years, depending on how quickly the platform catches on with advertisers.

Competition is low in the beginning, prices are lower and algorithms favour active advertisers. Later on, advertisers will pay higher prices and compete with a larger number of competitors.

What can advertisers do now?
In practice? Wait and prepare. Follow the OpenAI's announcement and be ready to start advertising as soon as the platform opens to a wider audience. The first movers will get the best results.

At the same time, it is worth considering how the current advertising strategy would work in the context of ChatGPT. Traditional search engine ads are optimised for short search terms. In ChatGPT, users have longer conversations and describe their challenges in more detail. This may require a different approach to ad targeting and message formatting.

Quru can support you already today with GEO optimisation and visibility development, and later with ChatGPT advertising when the opportunity opens in Europe.