OpenAI is starting to build a formal advertising business infrastructure alongside ChatGPT – but early performance signals suggest the company still has work to do to match established search platforms.
What’s going on. OpenAI has begun testing the Ads Manager dashboard with a small group of partners, according to a confirmation shared with ADWEEK. The tool allows marketers to launch, monitor, and optimize campaigns in real time, similar to the campaign management platforms used in all digital advertising.
Why do we care. OpenAI is starting to build an ad automation ecosystem around ChatGPT with a dedicated Ads Manager, as it prepares AI assistants to become such a channel. As conversational search grows, paid media advertisers may need to think about visibility within AI responses, not just traditional platforms like Google Search.
Early testing also means that participating advertisers can now get firsthand insights into performance, formats, and optimization strategies in the new advertising space.
How it works today. Early testers currently receive weekly CSV performance reports that include metrics such as impressions and clicks. Reporting shows that the ad product is still evolving, with more advanced analytics and tools likely to follow as the program evolves.
Challenge: Early testing suggests that click-through rates on ChatGPT have trailed those seen on Google search, highlighting a major hurdle for OpenAI as it tries to prove the value of advertising within the AI conversation.
Entrance fees. Some early adopters have reportedly been asked to spend at least $200,000, raising the OpenAI figure to demonstrate measurable performance and ROI.
Between the lines. Building an ad ecosystem requires more than ad inventory. Marketers expect robust reporting, optimization tools, and predictable performance — areas where mature platforms like Google have years of advantage.
An important point. OpenAI is building the foundation for a new ad platform within ChatGPT, but convincing brands to shift budgets will depend on whether chat ads can deliver results that compete with traditional search.
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