OpenAI to show visual ads in ChatGPT during image generation

The test will launch later in October in the US and will cover only accounts without a paid Plus, Pro or Enterprise subscription. More than two years ago, Sam Altman called ads a last resort.

OpenAI announced on Monday, October 5, a new visual advertising format in ChatGPT, as reported by TechCrunch (opens in a new tab), among others. The ads will be displayed during image generation in ChatGPT Images. They are meant to show product inspiration, how a product is used, or a service. The pilot will start later in October, exclusively in the US and with a limited group of advertisers whose names were not disclosed.

In sample screenshots published by OpenAI, an ad for a food brand with a “Learn more” button appears before the user receives the finished image. The ad is visually separated from the generated graphic and labeled as an ad. The company says the ads do not affect ChatGPT’s responses. Users on Plus and Pro plans as well as Enterprise customers will not see ads. After the US test ends, the format is to expand to other markets, with no date given.

For advertisers, OpenAI is expanding its effectiveness measurement tools. Partners include AppsFlyer, Adjust, LiveRamp, Branch, Singular and Kochava. With DoubleVerify and Integral Ad Science, the company is testing brand safety assessment, meaning whether an ad is not shown next to content that could harm a brand’s image.

This is another step following the text ad test that OpenAI announced on January 16, 2026. At that time, in the free version and the cheaper Go version, a “Sponsored” section appeared below the chat response, matched to the topic of the conversation. As recently as May 2024, at a meeting at Harvard University, Sam Altman said that he viewed ads as a “last resort” in the company’s business model. However, he did not rule them out if they were to ensure broad access to the service.

According to OpenAI data cited by NowyMarketing (opens in a new tab), about 1.2 billion people use ChatGPT weekly. The Forrester report “State Of Business Buying 2026,” cited by EU-Startups, shows that 94 percent of nearly 18,000 surveyed B2B buyers (companies buying from other companies) used generative AI in their most recent purchasing decision. For marketing departments, this means that the AI assistant is becoming another paid reach channel alongside the search engine; for now, the visual format will cover only the US market.