OpenAI is expanding its advertising tools for ChatGPT as it works to build a profitable ads business. The company announced upgrades in an email to advertisers this week, including new ad formats and measurement tools, as it introduces the platform to more global markets.
A spokesperson confirmed the details, which included plans to launch ChatGPT ads in Brazil and Mexico within days. These countries will join existing markets where ads already appear, such as the U.S., Canada, the U.K., Japan, South Korea, Australia, and New Zealand.
Ads will only appear for users on ChatGPT’s free or Plus plans. The update introduces a carousel-style format showing multiple products from a single advertiser. Unlike Google’s search carousels, which often include competing brands, this version keeps the focus on one company’s offerings.
New tools for advertisers
The email also described improvements to campaign tracking and measurement, areas where Google and Meta have long led. Advertisers can now run tests to optimize for actions like sales or sign-ups. OpenAI also partnered with adtech firms Hightouch and Triple Whale to provide additional performance tracking.
Behind the scenes, OpenAI is testing experimental formats. An updated advertising policy document from late July defines “sponsored agents” as AI-driven conversational experiences that allow users to interact with a brand’s virtual representative. A spokesperson did not comment on the feature’s progress.
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The changes arrive frequently but remain small. Juozas Kaziukėnas, who previously ran a market intelligence firm and tracks e-commerce trends, said OpenAI is clearly prioritizing its ad product. “The speed of these updates is fast,” he said. “It’s one of their main focuses.”
Kaziukėnas sees promise in ad formats designed for AI but notes that brands often prefer straightforward solutions. “Most advertisers just want traffic to their websites,” he said. “Whether they’ll adopt these new experiences remains to be seen.”
OpenAI’s effort comes as it tries to narrow the revenue gap with industry leaders. In May, the company reported $100 million in annual recurring ad revenue. That figure pales next to Google’s $294 billion and Meta’s $196 billion in ad earnings last year.
Global expansion and user growth
The ad upgrades follow last month’s announcement that ChatGPT had reached 1 billion active users. The achievement highlights the platform’s broad reach but also raises questions about monetizing that audience effectively.
Geographic targeting, introduced in July, allows advertisers to focus on users in specific regions. OpenAI has not shared how many users see ads or how often, but the expansion into new markets suggests it is testing demand.
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One challenge lies in balancing user experience with revenue. ChatGPT’s conversational interface differs from traditional search or social media ads, which may limit how aggressively OpenAI can push commercial content. The company has stated it will keep ads separate from organic responses, though its long-term approach is still developing.
For now, the focus remains on building infrastructure. The partnerships with Hightouch and Triple Whale, for example, offer advertisers more detailed data on campaign performance. While standard in digital advertising, these tools are new territory for OpenAI.
The company’s ability to scale its ad business will hinge on whether brands invest in untested formats. If sponsored agents gain traction, they could change how users engage with ads. If not, OpenAI may need to rely on more familiar methods to boost revenue.
The process is just starting.
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