ChatGPT is becoming a new discovery surface for shoppers, and advertising is following close behind. ChatGPT Ads are labeled, sponsored placements shown beneath relevant answers, helping brands reach people while they are actively researching products and solutions.
What are ChatGPT Ads?
ChatGPT Ads are intentionally simple: an image or product card, a headline, and a short line of copy. There is no video or rich-media format. Instead of relying on demographic or keyword targeting, campaigns use conversation context—the topic and intent behind a shopper’s question. Individual conversations and identities are not shared with advertisers.
The purchase itself happens on a retailer or direct-to-consumer site. ChatGPT is the discovery layer, giving shoppers a path to learn about a product and then continue to checkout elsewhere.
Why brands should test now
The channel is still new, which means competition remains light and pricing is currently attractive. The offering notes that early ChatGPT campaigns can deliver lower CPCs and CPMs than retailer onsite ads or offsite display in some cases. At the same time, shopper behavior is moving quickly toward AI-led discovery.
- ChatGPT weekly active users grew roughly 125% year over year.
- AI-referred retail traffic grew 393% year over year in Q1 2026.
- AI-referred retail traffic converted about 42% better than traditional search.
Two ways to buy ChatGPT Ads
OpenAI’s ChatGPT Ads Manager
Brands can use OpenAI’s self-serve Ads Manager to direct shoppers to a D2C site or retailer. Campaigns support CPC or CPM bidding and use context signals—such as themes or topics—rather than direct audience targeting. Available reporting includes impressions, clicks, CTR, average CPC, average CPM, spend, and device, country, and product breakdowns. D2C campaigns can also use OpenAI’s pixel for conversion and attributed-sales reporting.
Amazon DSP pilot
For brands focused on Amazon, the Amazon DSP pilot provides a path to drive shoppers to Amazon product detail pages or storefronts. The pilot is managed by Amazon Ads for select DSP customers. It uses CPC or CPM bidding and conversation-context signals, with reporting for impressions, clicks, CTR, CPC, CPM, and spend.
Where CommerceIQ fits
CommerceIQ’s managed service team can set up, launch, and optimize campaigns in OpenAI’s Ads Manager. For brands interested in the Amazon DSP pilot, CommerceIQ can help request access and manage campaigns once participation is approved.
Campaign performance begins before the ad appears. Product feed quality and content help determine how products are understood in ChatGPT answers. CommerceIQ Content Agent helps keep product content complete, consistent, and ready for AI-led discovery.
CommerceIQ also helps connect ChatGPT campaigns to product-level purchase paths, estimate sales lift across advertised SKUs, and analyze creative performance to show which products and messages work best in shopper conversations.
Start with a focused pilot
A 30-day pilot alongside an existing retail media program gives brands a practical way to learn where ChatGPT Ads fit in their mix. Start with a focused set of products, clear context signals, and measurement that connects activity back to retail outcomes.
As AI becomes a larger part of how shoppers discover products, brands that test early can build a clearer playbook for the channel while it is still taking shape.
