OpenAI has announced a new visual advertising format for ChatGPT that will be tested while users generate images through its AI image-generation experience. The move expands advertising inside the AI platform and gives brands a more visual way to present products and services.
The company plans to begin testing the new format later in October 2026 in the United States with an initial group of advertisers.
The new format uses images to show product inspiration, how products may be used, or the experiences a service can provide. For advertisers, this creates a more visual way to introduce products and explain what makes an offering different.
OpenAI says the ads will be clearly labeled and will remain separate from the image being generated. Advertising will also remain separate from ChatGPT’s answers and will not influence the responses the AI provides.
The new format is part of OpenAI’s broader push to expand advertising inside ChatGPT, following its recent testing of sponsored AI agents for advertisers.
OpenAI says ChatGPT now reaches 1.2 billion people each week, giving businesses access to a large audience as users explore ideas, make decisions and discover products or services.
Along with visual ads, OpenAI is expanding its advertising measurement tools. Integrations with Hightouch, Tealium and LiveRamp will allow advertisers to send conversion data from their existing systems to ChatGPT Ads, while additional attribution partners will support reporting and click measurement.
OpenAI is also developing brand-suitability evaluation pilots with DoubleVerify and Integral Ad Science. These independent partners will assess how OpenAI’s advertising safeguards work while keeping private user conversations protected.
For users included in the test, the main change will be the appearance of clearly labeled visual ads during image generation. OpenAI says it plans to continue developing new formats and capabilities for its broader ChatGPT advertising platform.
The move also shows how OpenAI is building advertising alongside its subscription business. ChatGPT ads can appear for eligible users on the Free and Go plans, while Plus, Pro, Business, Enterprise and Edu accounts remain ad-free.
The strategy also differs from rivals such as Anthropic, which has said Claude will remain ad-free.
For marketers, visual advertising inside an AI assistant could create a different type of advertising opportunity. Instead of reaching people only while they browse websites or social platforms, businesses could connect with users while they are exploring ideas, products and possible purchases inside ChatGPT.
The U.S. test will offer an early look at how visual advertising works inside an AI image-generation experience. OpenAI says it will continue developing ChatGPT Ads with new formats, measurement tools and capabilities as the advertising platform grows.
