OpenAI, the company behind ChatGPT, has announced some significant updates to ChatGPT ads, including new ways for businesses to buy and manage their ads.
Announced on the official OpenAI website, a key part of the updates is the introduction of a beta self-service Ads Manager, which will allow businesses to sign up and purchase ads directly within ChatGPT. Through this tool, advertisers can register, add payment details, set budgets and bids, upload creatives and launch and manage their campaigns, as well as their monitoring performance, all from within a single platform. The system is being gradually rolled out to more businesses as OpenAI tests and optimises it.
Access to ChatGPT ads is also being increased through partnerships with major agency groups and technology providers. These partners will support advertisers with campaign set ups, budgeting, bidding and creative development, while OpenAI will retain control over how ads are delivered.
Another major development is the launch of cost-per-click (CPC) bidding, which gives advertisers the option to pay based on user engagement with ads, rather than impressions alone. OpenAI said this change reflects how many ChatGPT interactions are decision-oriented, with users often exploring options, comparing products or determining their next steps, meaning they may not always be ready to click on an ad when its shown. Previously, ChatGPT ads were only available to a small group of advertisers, who were buying placements on a cost-per-thousand impressions basis.
The company emphasised that its advertising system is built with privacy in mind. Advertisers won’t receive access to individual conversations, and the new tools are designed to provide performance insights without exposing any personal data. This approach, OpenAI has said, is central to maintaining trust while expanding the platform’s commercial capabilities.
Unlike other marketing platforms, which often rely on past browsing behaviour or search keywords, ChatGPT ads are designed to complement ongoing conversations, allowing businesses to reach users at moments when they’re actively seeking information or making decisions. This means they could be particularly lucrative. While the current rollout is limited and still in testing, it’s clear from these updates that OpenAI intends to develop its ads offering and roll it out at a larger scale over time. Here at Engage Web, we’ll be keeping a close eye on these updates and a UK rollout. In the meantime, if you need assistance with reaching your target customers online, get in touch.
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