OpenAI is taking early steps to turn ChatGPT into a serious ad platform, according to a report by The Information. The company is now exploring new ways to price and deliver ads, as it looks to attract more marketing budgets and compete with Alphabet (GOOGL) and Meta Platforms (META).
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So far, ChatGPT ads have been limited and mostly experimental. However, that may soon change.
Shift Toward Clicks and Conversions
According to the report, OpenAI plans to introduce pricing based on clicks, not just views. This means advertisers would pay when users engage with an ad, rather than when it is simply shown. In addition, the company is considering ads designed to drive actions, such as purchases or app downloads.
This would bring ChatGPT closer to the performance of ad models used by Google and Meta. At the same time, advertisers say they still lack the tools needed to measure results.
“A lot of clients who would have the budget to want to test on a new surface are holding back,” said Ben Kahan of Brainlabs. He added that brands are unsure they can “get the measurement that they want out of it.”
Right now, OpenAI provides only basic data like impressions and clicks. It does not yet offer deeper insight into who sees ads or whether they lead to sales. As a result, many advertisers are keeping spending low while they test the platform.
Early Demand Remains Limited
At the same time, early pricing signals suggest demand is still forming. OpenAI had aimed for ad rates of up to $60 per thousand views. However, some advertisers are paying closer to $15 to $25, based on early deals.
In addition, the company has not yet used up the budgets from early ad buyers. As a result, it has extended its pilot program beyond its original timeline.
There are also limits on how ads are placed. Advertisers cannot fully control where their ads appear. Instead, OpenAI uses broad keywords to guide placement. Because each ChatGPT response is different, it is harder to match ads to specific user intent.
“The same question can be answered in a thousand different ways,” said one agency executive, pointing to the challenge of consistent targeting.
Long-Term Revenue Goals
Even so, OpenAI has set large revenue goals for its ad business. The company told investors it expects $2.4 billion in ad revenue this year and $11 billion by 2027.
To support this growth, OpenAI is expanding its ad tools. It has started to roll out a self-serve platform and is working with partners like Criteo. It is also shifting to smaller monthly deals, with commitments in the $30,000 to $50,000 range, rather than large upfront contracts.
For now, ChatGPT ads remain in an early stage. However, the move toward click-based pricing and action-driven campaigns shows how OpenAI is working to build a more complete ad system.
Using TipRanks’ Comparison Tool, we’ve compared notable companies that employ chatbots, such as Claude by Anthropic and OpenAI’s ChatGPT. The comparison tool helps investors gain a broader outlook on each stock and the industry as a whole.
