The news: An OpenAI leak indicates that ads are coming to ChatGPT in the near future, according to computer engineer Tibor Blaho. Blaho discovered lines of code in ChatGPT’s Android app that included references to a “search ad” and “search ads carousel.”

Zooming out: Despite CEO Sam Altman previously describing ads in ChatGPT as a “last resort,” recent moves have suggested a softening stance. OpenAI posted a listing for a “Growth paid marketing platform engineer” in September, signaling plans for in-house systems for advertising and an ad-buying infrastructure within ChatGPT.

Why it matters: ChatGPT’s potential entry into advertising represents a major opportunity to tap into an emerging market, leverage a large user base, and offer innovative formats.

• While some AI players are experimenting with advertising—such as Microsoft’s Copilot, Amazon’s Rufus, and Google’s AI Mode—the format is still incredibly nascent. And with players like Perplexity taking steps back from previous advertising initiatives, much larger rivals like ChatGPT have the opportunity to capture more advertiser attention.
• As a relatively early adopter, ChatGPT has a chance to capture strong visibility and market share before competition intensifies. And given ChatGPT’s current evolution into a commerce platform, there’s a unique opportunity to offer ads in a seamless environment for sponsored answers, affiliate links, and other ad formats that can merge discovery and purchase.

Potential pitfalls: ChatGPT’s massive userbase and growing usage of AI chatbots represents an opportunity for advertisers to reach intent-driven audiences—but there are some potential roadblocks that could deter the effectiveness of ChatGPT ads.

• Introducing ads risks creating friction for users who have high levels of trust for ChatGPT. This could lead to reduced trust, lower engagement, and slower user growth—especially if ads are seen as intrusive or diminishing the quality of responses.
• Without a clear consensus on how ads will be integrated into ChatGPT, the potential for ads that aren’t well-matched to the conversational context or ones that are too overt remain. Advertisers risk investing in a platform with ads that are less effective or drive users to ad-free alternatives.

What advertisers should do: With ads likely to become a core part of the ChatGPT experience, advertisers should act quickly to test and learn before competitors, but should remain agile in their strategies and informed about developments in consumer behavior.

• As ChatGPT’s userbase expands, so does the volume of high-intent queries it receives. For advertisers, appearing in these intent-rich moments presents a key opportunity to influence decisions and drive actions within the conversational experience.
• But without proven results, advertisers must be ready to adjust strategies as the format and user behaviors evolve. Staying informed about how ChatGPT ads are updated once they’re initially introduced and monitoring shifts in user sentiment will ensure continued value.