View changelog
- Feb 5, 2026: [Pending Review] Anthropic says Claude will remain ad-free.
- Feb 5, 2026: [Pending Review] Ads have already appeared in ChatGPT for some users.
- Feb 5, 2026: [Pending Review] OpenAI has confirmed that ads are coming to ChatGPT.
- Feb 5, 2026: [Pending Review] Ads have already appeared in ChatGPT for some users.
- Feb 5, 2026: [Pending Review] OpenAI has confirmed that ads are coming to ChatGPT.
ChatGPT Advertising: what we know, what we don't, and what to do now
ChatGPT advertising is now in beta testing. OpenAI launched the program in mid-January 2026, with select brands beginning campaigns in early February. Entry requires a ~$200K minimum commitment at ~$60 CPM. For most B2B teams, the biggest advantage right now is preparation: problem-space clarity, conversational proof, and measurement scaffolding for when self-serve access opens. This page is the living playbook.
TL;DR
- •Beta is live. Ads launched mid-January 2026. Brands began testing Feb 6.
- •Entry bar is high: ~$200K minimum, ~$60 CPM, invite-only.
- •No self-serve yet. For most teams, the prep window continues.
- •Winning will require B2B fundamentals + AI-native execution.
Known / Unknown / What to do now
Known
Confirmed by OpenAI
- •Beta testing is live (brands began testing Feb 6, 2026)
- •$200K minimum commitment for beta access
- •~$60 CPM pricing (premium tier, near Super Bowl rates)
- •Ads appear at bottom of responses, clearly labeled "sponsored"
- •Free tier and ChatGPT Go ($8/mo) see ads; Plus/Pro/Enterprise are ad-free
- •Ads are contextual to the conversation
- •Sensitive topics excluded; users under 18 won't see ads
- •Users can ask follow-up questions about advertised products
Unknown
Still to be determined
- •When self-serve access will open (currently invite-only beta)
- •Full reporting and attribution capabilities
- •Complete set of ad formats beyond sponsored modules
What to Do Now
Your prep window
- 1.Map your buyer problem-spaces
- 2.Build "sponsored-answer ready" assets
- 3.Clean tracking and set attribution assumptions
- 4.Publish the best answer content in your category
Why this isn't “Google Ads in a chat”
Answer engine advertising requires a fundamentally different approach. Here are the three shifts B2B teams need to make:
Targeting: Problem-spaces, not keywords
- •Answer engines respond to questions and context, not keyword strings
- •Winning requires understanding what buyers actually ask about
- •Build a "problem-space portfolio" of 30-40 territories you can own
- •Map each territory to ICP, JTBD, and buying triggers
Creative: Credibility, not copy
- •AI evaluates helpfulness and trustworthiness, not persuasion
- •Your "creative" is evidence-backed answers, not clever headlines
- •Include proof points, constraints, and honest disclaimers
- •Comparison narratives work better than promotional claims
Measurement: Visibility ownership, not just clicks
- •Traditional click-through metrics may not apply the same way
- •Track citation share and answer presence, not just impressions
- •Build incrementality assumptions before data exists
- •Weekly reporting cadence to adapt as the channel matures
The B2B readiness framework (step-by-step)
Build your Problem-Space Portfolio
- •Identify 30-40 buyer question territories you can own
- •Tie each territory to ICP, JTBD, and buying triggers
Create Sponsored-Answer Creative
- •"Answer blocks" (direct, helpful, evidence-backed)
- •Comparison narratives
- •Proof points, constraints, and disclaimers
Landing experience that continues the conversation
- •"Continue the chat" page structure
- •Decision tools: checklists, evaluation grids, ROI stories
Measurement scaffolding
- •UTM conventions for "source=chatgpt"
- •Weekly reporting cadence
- •Incrementality assumptions you can defend
Download: ChatGPT Ads Readiness Checklist (B2B)
- Problem-space shortlist template
- Creative asset inventory
- Tracking plan starter kit
- Executive-friendly KPI tree
Frequently Asked Questions
Are ChatGPT ads live now?
Yes, beta testing is live. OpenAI began testing ads in mid-January 2026, with select brands starting campaigns as early as February 6, 2026. Access is currently invite-only with a $200K minimum commitment.
Can I buy ChatGPT ads today?
Not yet via self-serve. The beta requires a ~$200,000 minimum commitment and is invite-only through OpenAI's sales team. Some brands have been approached with commitments ranging from $100K-$250K depending on profile.
How much do ChatGPT ads cost?
Beta pricing is approximately $60 CPM (cost per thousand impressions). This is premium pricing—near Super Bowl ad rates on a CPM basis—reflecting the high-intent, contextual nature of the placement.
Will paid ChatGPT plans have ads?
No. Ads appear only for free-tier users and the new ChatGPT Go tier ($8/month). Plus ($20/mo), Pro ($200/mo), Business, Enterprise, and Edu tiers remain ad-free. This means ~95% of users will see ads.
How does ChatGPT ad targeting work?
Ads are contextual to the conversation—not based on user demographics or profiles. Users can also ask follow-up questions directly about advertised products within the same conversation, creating interactive engagement.
How should B2B teams prepare now?
Focus on: (1) Building "sponsored-answer" creative that's helpful and evidence-backed, (2) Mapping your highest-intent buyer problem-spaces, (3) Setting up measurement that doesn't rely on clicks (UTMs, CRM capture, incrementality), and (4) Creating landing pages that continue the conversation.
How will we measure ChatGPT ad performance?
OpenAI provides aggregated metrics (impressions, engagement rates) but not individual user data. Early analysis suggests attribution will be challenging, especially for B2B with long sales cycles. Build incrementality assumptions and brand lift tracking now.
What topics are excluded from ChatGPT ads?
OpenAI excludes ads from sensitive topics including health, mental health, and politics. Users under 18 won't see ads (enforced via age-prediction model). Brands in regulated categories should prepare alternative positioning.
Changelog
We revise this page whenever ChatGPT advertising changes status, access, or format.
[Pending Review] Anthropic says Claude will remain ad-free.
Source: NewsAPI: ChatGPT Advertising. Quote: "Claude will remain ad-free."
Sources:
[Pending Review] Ads have already appeared in ChatGPT for some users.
Source: NewsAPI: ChatGPT Advertising. Quote: "and they've popped up…"
Sources:
[Pending Review] OpenAI has confirmed that ads are coming to ChatGPT.
Source: NewsAPI: ChatGPT Advertising. Quote: "OpenAI has confirmed that ads are coming to ChatGPT"
Sources:
[Pending Review] Ads have already appeared in ChatGPT for some users.
Source: NewsAPI: ChatGPT Advertising. Quote: "and they've popped up…"
Sources:
[Pending Review] OpenAI has confirmed that ads are coming to ChatGPT.
Source: NewsAPI: ChatGPT Advertising. Quote: "OpenAI has confirmed that ads are coming to ChatGPT"
Sources:
[Pending Review] Claude positions itself as not running ads, contrasting with the idea that ads are coming to AI (implicitly including ChatGPT/AI assistants).
Source: Google News: OpenAI Advertising. Quote: "Ads are coming to AI, but not to Claude"
Sources:
[Pending Review] A CNN headline states ChatGPT will show users ads based on their conversations.
Source: Google News: ChatGPT Advertising. Quote: "ChatGPT to start showing users ads based on their conversations"
Sources:
[Pending Review] OpenAI published a statement describing its approach to advertising and expanding access to ChatGPT.
Source: Google News: ChatGPT Advertising. Quote: "Our approach to advertising and expanding access to ChatGPT"
Sources:
[Pending Review] OpenAI’s ChatGPT ads plan starts with brands rather than agencies.
Source: Google News: ChatGPT Advertising. Quote: "OpenAI’s plan for ChatGPT ads starts with brands, not agencies"
Sources:
OpenAI published information about its approach to advertising in ChatGPT (indicating advertising is part of the product/access strategy).
Auto-updated from Google News: OpenAI Advertising. Quote: "Our approach to advertising and expanding access to ChatGPT"
Sources: