OpenAI to Test Visual Ads in ChatGPT During Image Generation
OpenAI has announced a visual advertising format for ChatGPT. Initial testing in the US is expected to begin later in October during image generation.
On October 5, 2026, OpenAI announced visual ChatGPT ads, which it plans to test first in the US. The format is initially expected to appear during image generation, with an initial group of advertisers participating in the test. The company did not provide an exact launch date or the number of users the test will affect.
This marks a shift from a text-based sponsored link to an advertising format integrated into the image-generation workflow. OpenAI says the ads will be clearly labeled and visually separated from the image the user is creating.
Visual ChatGPT ads are intended to remain separate from responses
OpenAI states that advertising content will not influence ChatGPT responses. It also says that users’ conversations will remain private. However, these statements currently describe the rules for the planned format; independent verification of how the separation between advertising and model responses works in real-world deployment is not available.
Alongside the new format, the company announced expanded tools for campaign measurement, attribution partnerships, and ad-placement suitability controls. These are intended to help advertisers evaluate campaigns and assess the context in which their ads appear.
Testing will begin in the US, with further details unavailable
Initial testing is expected to begin later in October 2026 in the US. OpenAI has not yet disclosed which ChatGPT versions will be involved, how many users will see the new format, or whether its availability will vary by subscription.
No schedule is known for a possible expansion outside the US. Specific ad-targeting rules have likewise not been disclosed. This information will be important for assessing how the format works in practice and its impact on ChatGPT users.
What the new format means for ChatGPT
The announcement expands ChatGPT’s commercialization directly into the interface where users create visual content. For the user experience, it will be especially important to clearly distinguish paid content from the generated result and from the conversation with the assistant itself.
OpenAI and its advertising partners also refer to measurement and placement-suitability mechanisms, but the effectiveness of these procedures has not yet been independently evaluated. No independent data is available on campaign performance in the new format either.
What to watch next
- the actual start of testing in the US and the ChatGPT versions affected,
- targeting rules, subscriber conditions, and availability outside the US,
- independent evaluations of ad-placement suitability controls,
- user and regulator reactions after the test launches.
Sources
- OpenAI News – Primary confirmation of the visual advertising format announcement, the planned US test, ad labeling, measurement partnerships, and stated safeguards.
- The Verge – Independent coverage of the announcement and its context within the previous introduction of advertising in ChatGPT.
- BleepingComputer – Secondary confirmation that the new format is to be tested during image generation in ChatGPT.
Verified and updated: 05. 10. 2026 15:21
