Imagine someone looking for ideas to remodel their kitchen. As they use ChatGPT to create images, an ad appears showing what that space could look like with a store’s products. This is neither a traditional search nor a social media post. It is advertising woven into the moment when someone is exploring possibilities.
That is the new territory OpenAI wants to open up for advertisers.
The company announced an image-based advertising format within ChatGPT. Initial testing will start in October 2026 in the United States, involving a limited group of advertisers and people using the Free and Go plans.
The ads will appear while images are being generated, will be labeled as advertising, and will not alter the AI’s responses.
The scale of this news is significant: ChatGPT has 1.2 billion weekly users. For businesses, that means a chance to reach people looking for inspiration, weighing alternatives, or considering a purchase.
Why it matters
Until now, many businesses have focused their digital advertising on search engines and social media. ChatGPT offers a different setting: showcasing products while a consumer is developing an idea.
Consider a real estate agency. An image can help someone visualize how an apartment’s space could be used. For a restaurant, it can convey the experience of dining there. A furniture store could showcase its products in different settings.
The difference is the context. An ad does not necessarily appear when someone searches directly for a brand, but rather while they explore something they might need.
OpenAI is also working on another essential piece: showing whether that advertising delivers results.
The company expanded its tools for connecting business data to its ads, making it easier to measure sales and new customers.
The initial results its partners shared offer some interesting signals. DV Rockerbox reported that WeightWatchers achieved an attributed customer acquisition cost 15.3% below its paid search advertising benchmark. Triple Whale reported that new visitors accounted for 93% of the traffic Portland Leather received through ChatGPT advertising.
These are results from specific companies, not a guarantee for every advertiser.
OpenAI is also strengthening controls to keep ads out of sensitive conversations and allow independent assessments of ad placement safety without disclosing private conversations.
What it means for your business
This news does not mean you should immediately move your advertising budget to ChatGPT. Testing of the new visual format is only just set to begin in the United States.
What matters is understanding where advertising is headed: businesses will have more opportunities to showcase what they sell as people use AI to explore their options.
For a clinic, that could mean visually presenting its facilities. For a repair shop, it could mean showing the outcome of a service. For a store, it could mean helping shoppers picture how they would use a particular product.
An appealing image, however, is not enough. You also need to know whether people who arrive through an ad ultimately make a purchase, book an appointment, or request information.
Take one simple step this week: choose three products or services your business offers and check whether you have photos that communicate their value without additional explanation. Then check whether you can currently identify where your customers come from.
You do not need to advertise on ChatGPT tomorrow. You need to prepare your business for an environment where a strong image and the ability to measure results can make a difference.