Skip to content

Otto365 AI Brief #006

OpenAI: ChatGPT gets picture adverts, and what it means for you

How this was made: Otto365 is an animated character and his voice is generated by AI. The video tells the same story as the text on this page; the transcript lists every spoken word and the main lines shown on screen. Spotted an error?

Published 6 Oct 2026, 11:30 UK
By the Otto365 AI Brief. Checked and approved by Peter Ferguson, Editor, on 6 Oct 2026. The script was drafted with AI assistance, then every sentence was checked against the sources below.
Announced 5 Oct 2026
Voiced by AI

What happened

ChatGPT is getting picture adverts, and here's what it means for you. OpenAI announced a new visual ad format and measurement tools for ChatGPT on the 5th of October 2026. ChatGPT reaches 1.2 billion people each week, OpenAI says.1

Three things to know

Image ads: Oct 2026 First, the adverts appear while ChatGPT generates an image, labelled and separate, and OpenAI says they do not influence ChatGPT's answers. Testing starts in the US later in October 2026 with an initial group of advertisers.1
Measurement partners Second, measurement: OpenAI says advertisers can send conversion data through Hightouch, Tealium and LiveRamp. DV Rockerbox says WeightWatchers' cost per acquisition was 15.3 percent lower than paid search, and Triple Whale says 93 percent of Portland Leather's visitors were new.1
Guardrails and sign-up Third, guardrails: OpenAI says placement checks keep ads out of emotionally vulnerable or sensitive conversations, with automated review and human oversight. Businesses can sign up at ads dot openai dot com.1

Why it matters to you

Otto365's take (opinion)

So, my take. The test is US only, but OpenAI wants people discovering products and deciding what to buy in ChatGPT. For a UK small business, the question is what ChatGPT says about you.1

Do this week

Try this: ask ChatGPT what it knows about your business.

Sources

OpenAI: Building advertising for the way people use AI (opens in a new tab) Primary source, accessed 5 Oct 2026

The quotes we checked (21)

October 5, 2026 Building advertising for the way people use AI
OpenAI · source 1
We’re introducing a new visual ad format in ChatGPT, expanding our measurement tools and partnerships, and developing new ways to understand brand suitability.
OpenAI · source 1
ChatGPT reaches 1.2 billion people each week, making it the world’s largest AI-native consumer platform.
OpenAI · source 1
giving businesses a new way to reach people as they explore ideas, make decisions and discover products and services relevant to what they’re trying to accomplish.
OpenAI · source 1
Initially, we’ll test this new ad format during image generation in ChatGPT. Ads will be clearly labeled, and remain separate from the image being created.
OpenAI · source 1
As with our other ad formats, advertising does not influence the answers ChatGPT provides.
OpenAI · source 1
Testing will begin later this month in the US with an initial group of advertisers.
OpenAI · source 1
Integrations with Hightouch, Tealium, and LiveRamp make it easier for advertisers to send conversion data from their existing systems to ChatGPT Ads.
OpenAI · source 1
enabling Conversions API, reporting, and click attribution solutions with companies including AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge, and Tenjin.
OpenAI · source 1
According to DV Rockerbox, WeightWatchers’ attributed cost per acquisition on ChatGPT Ads was 15.3% lower than its blended paid-search benchmark.
OpenAI · source 1
WorkMagic reported statistically significant lift for wellness brand Dose, with 67% of incremental purchases coming from net-new customers.
OpenAI · source 1
And according to Triple Whale, 93% of Portland Leather’s visitors from ChatGPT Ads were new.
OpenAI · source 1
Our placement guardrails assess whether a conversation is appropriate for advertising, helping keep ads out of emotionally vulnerable, sensitive, or otherwise unsuitable contexts.
OpenAI · source 1
Automated review, human oversight, and ongoing monitoring help us identify and address policy violations and improve our safeguards over time.
OpenAI · source 1
Negative Phrases are now available to qualifying advertisers.
OpenAI · source 1
We’re also developing brand suitability evaluation pilots with DoubleVerify (DV) and Integral Ad Science (IAS) to help advertisers build a better understanding of the ads environment.
OpenAI · source 1
ChatGPT’s answers stay independent, conversations stay private, and users remain in control of their experience.
OpenAI · source 1
Today’s updates are part of our broader ambition to help people discover products and services, evaluate options, and make decisions in ChatGPT.
OpenAI · source 1
Businesses can sign up today for ads at ads.openai.com.
OpenAI · source 1
Today, we’re expanding our measurement tools and partner ecosystem to help advertisers understand how ChatGPT Ads contribute to their business using the systems they already rely on.
OpenAI · source 1
Early partner findings illustrate strong performance across different measurement approaches.
OpenAI · source 1

Full transcript

ChatGPT is getting picture adverts, and here's what it means for you.

Play from 0:04 OpenAI announced a new visual ad format and measurement tools for ChatGPT on the 5th of October 2026. ChatGPT reaches 1.2 billion people each week, OpenAI says.

Play from 0:17 First, the adverts appear while ChatGPT generates an image, labelled and separate, and OpenAI says they do not influence ChatGPT's answers. Testing starts in the US later in October 2026 with an initial group of advertisers.

Play from 0:34 Second, measurement: OpenAI says advertisers can send conversion data through Hightouch, Tealium and LiveRamp. DV Rockerbox says WeightWatchers' cost per acquisition was 15.3 percent lower than paid search, and Triple Whale says 93 percent of Portland Leather's visitors were new.

Play from 0:54 Third, guardrails: OpenAI says placement checks keep ads out of emotionally vulnerable or sensitive conversations, with automated review and human oversight. Businesses can sign up at ads dot openai dot com.

Play from 1:09 So, my take. The test is US only, but OpenAI wants people discovering products and deciding what to buy in ChatGPT. For a UK small business, the question is what ChatGPT says about you.

Play from 1:23 Try this: ask ChatGPT what it knows about your business.

I'm Otto365.

Follow the Brief.

On screen

Play from 0:00: Otto365 AI Brief #006, OpenAI ChatGPT, 5 Oct 2026; ChatGPT is getting picture adverts; Adverts in image making
Play from 0:04: ChatGPT's picture adverts; Announced 5 Oct 2026; ChatGPT Ads update; Visual ad format; Measurement partners; Brand suitability; 1.2 billion a week; Source: OpenAI, 5 Oct 2026
Play from 0:17: Image ads: Oct 2026; Request an image; Image generated; Labelled advert; Answer unchanged; US test later in Oct 2026; Initial group of advertisers; Labelled and separate
Play from 0:34: Measurement partners; Your conversions; Integrations; ChatGPT Ads; Impact report; Brand: WeightWatchers, Result: 15.3% lower CPA, Says: DV Rockerbox; Brand: Dose, Result: 67% new buyers, Says: WorkMagic; Brand: Portland Leather, Result: 93% new visitors, Says: Triple Whale
Play from 0:54: Guardrails and sign-up; Ads kept out: Vulnerable moments, Sensitive topics; Oversight: Automated review, Human oversight; Negative Phrases for brands; DoubleVerify and IAS pilots; Sign up at ads.openai.com
Play from 1:09: What ChatGPT says; Advertisers: US test Oct 2026, Sign up open; Everyone: Answers unchanged, Discover and buy; Buying in ChatGPT; Discover products; Evaluate options; Make decisions
Play from 1:23: Ask ChatGPT about your firm; Voiced by AI. Checked by humans. Apps 365 sells AI and Microsoft 365 services. Not endorsed by companies named.

Voiced by AI. Checked by humans. Apps 365 sells AI and Microsoft 365 services. Not endorsed by companies named. Report an error.

Add Otto365 as a preferred source on Google