OpenAI plans to start allowing embedded advertising in ChatGPT, opening an entirely new lane for automakers and dealers to reach car buyers.
The details: OpenAI will first roll out the new advertising channels as a test in the U.S., then expand globally, with guardrails to ensure ChatGPT maintains its core usefulness.
The ads will not influence ChatGPT responses and will appear in separate, clearly marked boxes below the chatbot’s answer.
Conversation topics will be matched to relevant advertising, potentially using some of a user’s personalization data, a feature users can disable without losing other personalization features.
Advertisers will see aggregate performance metrics, such as how many times an ad was shown or how many users clicked on it.
OpenAI will not sell user data or share conversation content, meaning advertisers will not see information about a user’s age, location, or interests.
The first ads will roll out on ChatGPT’s free tier and the company’s cheaper $8-a-month Go tier, which is now available in the U.S.
What they’re saying: “People trust ChatGPT for many important and personal tasks, so as we introduce ads, it’s crucial we preserve what makes ChatGPT valuable in the first place,” wrote OpenAI CEO of applications Fidji Simo in a blog post announcing the ad trial (via Wired). “That means you need to trust that ChatGPT’s responses are driven by what’s objectively useful, never by advertising.”
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Why it matters: As generative AI aims to replace traditional search results, the rules of engagement are changing. Conversational AI captures intent differently than Google. Instead of keywords that signal what someone wants to buy, it reveals the full context of what they're trying to solve. And that nuance could give advertisers access to higher-quality signals earlier in the decision process.
Between the lines: OpenAI’s move into advertising (which many insiders predicted) comes as chatbot use explodes among consumers shopping for products, including vehicles.
56% of U.S. consumers planned to use AI chatbots to compare prices and find deals during the 2025 holiday season.
19% of all buyers and 25% of new-vehicle buyers now use either AI websites (e.g., ChatGPT, Copilot) or AI-generated overviews (e.g., Google Overview).
ChatGPT now claims 800 million weekly active users, doubling its U.S. user base since 2023, with more than 34% of U.S. adults now using the chatbot.
Looking ahead: The key ingredient will be trust. If buyers suspect that AI is steering them toward paid placements instead of real answers, the entire format could become worthless.
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