OpenAI has started working with advertisers to test ads inside ChatGPT, according to a new report from The Information. The report says the company could move to a broader commercial rollout as early as next month. 

The development follows earlier speculation about ads in the AI chatbot, which OpenAI had previously downplayed before confirming last week that ads were coming to ChatGPT. The current plans suggest a limited and controlled rollout rather than a broad launch.

The ads will be placed at the bottom of ChatGPT responses. They will be clearly labeled and visually separated from organic answers. The initial rollout is expected to apply only to logged-in adults in the U.S. using the free and Go tiers. Paid tiers are not included in the reported plans.

Impression-based pricing sets the early structure

An important detail in the report is the pricing model. Advertisers are expected to pay per impression, meaning they are charged when an ad is shown to a user, not when it is clicked.

With the new model, revenue will be generated even if users do not interact with the ads. This approach is common across social platforms, where advertisers often pay for reach and visibility. On platforms like Instagram or Facebook, an ad can generate costs simply by appearing in a user’s feed, even if the user scrolls past it. OpenAI’s approach places ChatGPT closer to that category than to traditional search advertising.

However, it differs from search advertising models like Google’s, where advertisers usually pay only when users click on an ad. In search, the click serves as a signal of intent, making advertisers tie spending to actions like site visits or conversions. With impression-based pricing, that signal is weaker. Advertisers can see that their message was shown, but not whether it influenced a decision.

What advertisers are being asked to commit

The report says OpenAI has offered early access to dozens of advertisers. Each advertiser has reportedly been asked to commit to spending less than $1 million during a trial period that lasts several weeks. OpenAI has not disclosed pricing details or how many impressions advertisers would receive for their spend.

According to The Information, advertisers will not have access to self-service tools to buy, manage, or optimize ads during the test phase. Marketers cannot log in to a dashboard to set budgets, choose placements, or adjust targeting on their own. Instead, any campaigns will likely be coordinated directly with OpenAI staff, who will handle the technical setup and delivery of ads.

The report notes that this is because the company is still building the infrastructure for the service. OpenAI is working on the systems needed to support ad management, reporting, and performance tracking.

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