Advertising on ChatGPT and AI: What Businesses Need to Know
People now ask AI what to buy, who to hire and where to go. In 2026 OpenAI started running ads inside ChatGPT, and that changes where businesses need to show up. Here's what's actually known so far, what isn't and how I'd think about it.
What's happened so far
- January 2026: OpenAI announced it would test ads in ChatGPT for logged-in US adults on the Free and Go plans. Ads were kept away from health, mental health and politics, and away from users under 18.
- July 2026: OpenAI opened a self-serve "Advertise in ChatGPT" portal, with early advertisers including Best Buy, Lowe's and VistaPrint.
- OpenAI's position: ads don't change ChatGPT's actual answers. They show up alongside them.
What we don't know yet
This is a brand new channel, and measurement is the big gap. Early agency write-ups, like ones from PMG and Optimum7, point out that reporting is mostly impressions and interactions, without the pixel-based conversion tracking marketers are used to on Meta and Google. Unofficial reports put early pricing around a $50 to $60 CPM, but OpenAI hasn't published official pricing. One agency summed it up as closer to an influence channel than a performance channel, at least for now.
My honest take
For most small and local businesses, ChatGPT ads aren't where your next dollar should go yet. Big brands can afford to test a channel they can't fully measure. You probably can't. But that doesn't mean you ignore AI. The bigger opportunity right now is free: making sure AI tools recommend you when someone asks.
How to show up in AI answers without paying
- Answer real questions on your site. Pricing, timelines, who you're a fit for. AI pulls from pages that clearly answer what people ask.
- Be consistent everywhere. Same business name, services and area on your site, Google Business Profile, directories and social profiles.
- Get reviews that say specific things. "They ran our Facebook ads in Spokane" helps AI understand what you do and where.
- Get mentioned by others. Podcasts, local news, partner sites and creators. AI trusts what other sources say about you.
- Structure your pages. Clear headings, FAQs and schema markup make it easier for AI to read and quote you.
When ChatGPT ads might make sense
- You sell something people research by asking questions, like home upgrades, software or high ticket products.
- You already have Meta and Google working and want to test the next channel early.
- You can judge results by brand searches and overall sales lift, not just tracked clicks.
Frequently asked questions
Can small businesses advertise on ChatGPT?
OpenAI opened self-serve ads in July 2026, but the channel is new and hard to measure. Most small businesses get more from showing up in AI answers organically first.
Do ChatGPT ads affect the answers ChatGPT gives?
OpenAI says no. Ads appear next to answers but don't change them.
How do I get ChatGPT to recommend my business?
Answer customer questions clearly on your site, keep your info consistent across the web, earn detailed reviews and get mentioned by other trusted sources.
Not sure where AI fits in your marketing?
I'll look at how you show up today and tell you straight where I'd spend first.