Quick answer: OpenAI announced on October 5, 2026, that it will test a new visual ad format in ChatGPT that appears while the assistant is generating an image. Testing starts later in October in the US with an initial group of advertisers. The news follows a September 30 update that added bulk campaign tools to ChatGPT Ads and expanded it to Southeast Asia and Taiwan.
What happened
When a user asks ChatGPT to create an image, a labeled ad will appear below the generation progress bar. OpenAI said ads “will be clearly labeled, and remain separate from the image being created.” The format is designed for visual storytelling, showing product inspiration, product usage or the experiences a product enables.
OpenAI also expanded measurement through integrations with Hightouch, Tealium and LiveRamp, and attribution partnerships with AppsFlyer, DV Rockerbox and Triple Whale. It shared early advertiser results: WeightWatchers reported a 15.3% lower cost per acquisition on ChatGPT Ads than its blended paid search benchmark, and 93% of Portland Leather’s ChatGPT visitors were new customers.
ChatGPT Ads updates from September 30
- Bulk creation: Build multiple product feed campaigns and ad groups from a spreadsheet.
- Product review status: A new Products tab shows approval status and rejection reasons.
- API reporting: The Insights API can return conversion events beyond a campaign’s selected goal.
- Name management: Account, public brand and legal names can be managed separately.
- New markets: Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam and Taiwan.
ChatGPT Ads is now available in 58 countries and territories.
Why it matters
ChatGPT is quickly becoming a full ad platform with formats, measurement and global reach. For marketers, that means a new paid channel inside AI search, alongside Google’s ads in AI Overviews and AI Mode. Image generation is a high-intent creative moment, and visual ads there could be especially valuable for fashion, home, travel and lifestyle brands.
Key facts
- Announced: October 5, 2026
- Test start: Later in October 2026, US only
- Placement: Below the image generation progress bar, clearly labeled
- Availability of ChatGPT Ads: 58 countries and territories
FAQ
Will ads appear inside generated images?
No. OpenAI says the ads remain separate from the image being created and are clearly labeled.
Can any advertiser join the test?
Not yet. The test starts with an initial group of US advertisers.
