{"id":29498,"date":"2026-02-16T13:35:32","date_gmt":"2026-02-16T21:35:32","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=29498"},"modified":"2026-02-16T13:35:34","modified_gmt":"2026-02-16T21:35:34","slug":"explained-what-to-know-about-chatgpt-ads","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-ai\/explained-what-to-know-about-chatgpt-ads\/","title":{"rendered":"Explained: What to know about ChatGPT Ads","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">After years of anticipation, ads have arrived in ChatGPT. And for e-commerce professionals, the rollout of ChatGPT Ads has prompted a new set of questions about the future of AI and advertising.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For now, AI advertising is starting small. ChatGPT Ads are available only to a select group of end users, with only limited functionality.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Many brands are waiting to see how these ads perform before investing\u2014though a few major brands like Williams-Sonoma, Adobe, Amazon-owned Audible, Ford, and Mazda already announced they were going to begin testing ChatGPT Ads. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most strikingly, ChatGPT also has one major retail media partner: Target is going to surface ads purchased through its retail media network, Roundel, on ChatGPT.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-wait-so-what-do-chatgpt-ads-look-like\"><strong>Wait, so what do ChatGPT Ads look like?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">You can see an example of a ChatGPT ad <a href=\"https:\/\/openai.com\/index\/testing-ads-in-chatgpt\/\">here<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Basically, ChatGPT Ads appear at the bottom of a typical ChatGPT response to a user\u2014just sporting a \u201cSponsored\u201d tag.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So if a user asks ChatGPT for recommendations on which cutting boards last the longest, ChatGPT will offer up its recommendations, and then end with a mention of an advertised cutting board.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For now, ChatGPT Ads are a pretty minor part of the experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In fact, you can see a reality in which users just read the regular ChatGPT response, and skip past the sponsored recommendation at the bottom.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-are-chatgpt-ads-really-going-to-become-effective\"><strong>Are ChatGPT Ads really going to become effective?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s an open question. Since people go to ChatGPT for product advice, a paid-for recommendation might not resonate with users. They might just look right past it. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s a lot that marketers are still sorting out here. On one hand, ChatGPT is becoming a fast-growing referrer of e-commerce traffic. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Target itself said that the amount of online traffic to its website referred by ChatGPT is increases 40% YoY. AI is becoming intertwined with e-commerce\u2014though advertised recommendations probably won\u2019t refer shoppers at the same rate as organic ones.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We certainly expect particular product categories to benefit more from these ads than others.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s probably going to take a while for ChatGPT Ads to have much of an impact on purely visual product categories, like fashion, for instance. But more function-first products, like kitchenware or electronics, will likely see greater impacts faster.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A lot less context is required for a chatbot to recommend a new saucepan than a new gown.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-chatgpt-ads-like-for-advertisers\"><strong>What is ChatGPT Ads like for advertisers?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">ChatGPT Ads are going to work a bit like ads on Amazon. Brands load their ad inventory into the AI system, but ChatGPT has the ultimate say over which ads users see in their chats, and when.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These ads are purchased on a CPM rather than a CPC basis. That means advertisers are going to have to roll the dice a bit on ChatGPT Ads\u2014especially when you consider that ChatGPT, at least at the moment, offers limited targeting and measurement information,<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-will-target-roundel-look-like-in-chatgpt-ads\"><strong>What will Target Roundel look like in ChatGPT Ads?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Target Roundel\u2019s ChatGPT partnership will offer a fascinating test case for these ads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Target Roundel, Target\u2019s retail media network, is relatively small. <a href=\"https:\/\/www.marketingdive.com\/news\/target-to-test-contextual-ads-in-chatgpt-including-through-roundel\/811927\/\">Over 2,000 vendors<\/a> sell on Target\u2019s third-party marketplace, in addition to the many 1P brands that sell on Target.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But it is making up an increasing share of ad budgets, as we wrote about <a href=\"https:\/\/www.intentwise.com\/blog\/retail-media\/explained-what-is-target-roundel\/\">here<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Roundel ads can already appear on Target\u2019s website, third-party partner websites, CTV, and more. ChatGPT is basically becoming another placement option on Roundel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some ads purchased through Roundel will begin appearing on ChatGPT, roughly like how Amazon\u2019s Sponsored Products ads appear on third-party social platforms like Pinterest.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-expect-more-ai-chatbot-ads-soon\"><strong>Expect more AI chatbot ads soon<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The rollout of ChatGPT Ads is coming after Amazon announced the creation of Sponsored Prompts ads that <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-ai\/explained-sponsored-prompts-ads-on-amazon\/\">surface in its internal AI chatbot, Rufus<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Similarly, Google has started pushing ads that appear at the bottom of conversations in Google\u2019s AI Mode.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More and more, retail media is expanding into the AI chatbots. But marketers still have a lot to figure out about the long-term effectiveness of this type of advertising.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>After years of anticipation, ads have arrived in ChatGPT. And for e-commerce professionals, the rollout of ChatGPT Ads has prompted a new set of questions about the future of AI and advertising. For now, AI advertising is starting small. ChatGPT Ads are available only to a select group of end users, with only limited functionality. [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":29234,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[245],"tags":[256,96,155,223],"class_list":["post-29498","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-ai","tag-chatgpt-ads","tag-mobile","tag-newsletter","tag-target-roundel"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Explained: What to know about ChatGPT Ads<\/title>\n<meta name=\"description\" content=\"Ads are now surfacing in ChatGPT. Here&#039;s what we know about their effectiveness, measurement tactics, and which brands are investing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/amazon-ai\/explained-what-to-know-about-chatgpt-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Explained: What to know about ChatGPT Ads\" \/>\n<meta property=\"og:description\" content=\"Ads are now surfacing in ChatGPT. Here&#039;s what we know about their effectiveness, measurement tactics, and which brands are investing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intentwise.com\/blog\/amazon-ai\/explained-what-to-know-about-chatgpt-ads\/\" \/>\n<meta property=\"og:site_name\" content=\"Intentwise Blog\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-16T21:35:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-16T21:35:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2025\/08\/AI-Chat-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1463\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Michael Waters\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michael Waters\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-what-to-know-about-chatgpt-ads\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-what-to-know-about-chatgpt-ads\\\/\"},\"author\":{\"name\":\"Michael Waters\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#\\\/schema\\\/person\\\/b792a03444bf9fe1673eec5daf7fae99\"},\"headline\":\"Explained: What to know about ChatGPT Ads\",\"datePublished\":\"2026-02-16T21:35:32+00:00\",\"dateModified\":\"2026-02-16T21:35:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-what-to-know-about-chatgpt-ads\\\/\"},\"wordCount\":685,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-what-to-know-about-chatgpt-ads\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/AI-Chat-scaled.jpg\",\"keywords\":[\"ChatGPT Ads\",\"Mobile\",\"Newsletter\",\"Target Roundel\"],\"articleSection\":[\"Amazon AI\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-what-to-know-about-chatgpt-ads\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-what-to-know-about-chatgpt-ads\\\/\",\"url\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-what-to-know-about-chatgpt-ads\\\/\",\"name\":\"Explained: What to know about ChatGPT Ads\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-what-to-know-about-chatgpt-ads\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-ai\\\/explained-what-to-know-about-chatgpt-ads\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/AI-Chat-scaled.jpg\",\"datePublished\":\"2026-02-16T21:35:32+00:00\",\"dateModified\":\"2026-02-16T21:35:34+00:00\",\"description\":\"Ads are now surfacing in ChatGPT. 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