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OpenAI to Test Visual Ads in ChatGPT, Starting With Image Generation

OpenAI will test visual ads in ChatGPT in the US this month, starting with image generation; paying subscribers see none.

AI News Feed · 2026-10-05 23:15

The format places images of sponsored products and services on the screen. According to OpenAI, the ads will be clearly labeled, will remain separate from the image being created, and "will not influence the answers ChatGPT provides." The company said it is testing the format with an initial group of advertisers and intends to try additional ad formats in the future.

OpenAI first brought advertising to ChatGPT in February, when it introduced a sponsored section displayed beneath the chatbot's replies. Those ads carried a sponsor's name, logo and a link to its product or website. The new format keeps advertising in a separate space rather than inside the generated image itself, an arrangement OpenAI says is intended to let users better picture how recommended products and services "could fit into their lives."

Subscribers to ChatGPT's Plus, Pro and Enterprise plans will not see the ads in their conversations, OpenAI said. The company also said safeguards are in place to decide when a conversation is suitable for advertising, with the aim of keeping ads out of "emotionally vulnerable, sensitive, or otherwise unsuitable contexts." According to the company, users discussing topics such as personal health or mental wellbeing will not be shown ads.

The visual format extends an advertising business that OpenAI began building this year and that remains limited to a small set of advertisers in the US market. The Verge reported that the ads will "initially" appear during image generation, while Engadget reported that the rollout will start later this month for US users.