Little by little, ChatGPT is expanding its emerging advertising ecosystem. Although it is still in a very early stage of what could become a massive source of revenue for OpenAI, Sam Altman’s company continues to take steps to make the possibility of becoming an advertiser on the popular AI tool more attractive (and more useful).
U.S. outlet Digiday has leaked where those steps are headed.
According to the report, OpenAI already has a highly advanced tool that will make it easier for retailers to connect their product catalogs directly to the platform, allowing the artificial intelligence to generate ads dynamically based on product names, images, and attributes in the feed. To users, the ads will look the same as any others the platform is already showing, but the change will come in how they are managed.
Until now, brands had to set up their campaigns manually, product by product, but this new product feed integration will make it possible to manage up to one million SKUs automatically.
What is most interesting for businesses is that OpenAI has designed this system to be compatible with the structured files they already use in Google Shopping, removing technical barriers and simplifying the shift of ad budgets into the AI environment. Sources close to the project confirm that at least one of the retailers that has tested this system has done so through Criteo, OpenAI’s advertising technology partner, and that other technology providers are also working on their own solutions.
In any case, as we mentioned, OpenAI’s advertising business is in the midst of rapid evolution. It is worth remembering that, at first, for example, these campaigns were designed around a CPM model, whereas the company has now changed course, shifting them toward cost-per-click models. And it does not appear that this is where it will stop. In fact, Digiday’s reporting also states that the company is exploring pay-per-action models, where payment is tied to an actual purchase.
Meanwhile, it continues refining the advertising solutions already available on its platform, currently limited to markets such as the United States, Canada, Australia, and New Zealand. A few days ago, it announced the beta launch of its own ads manager. Its premise is simple: the advertiser signs in, enters a credit card, uploads creative assets, and sets a budget.
And, as expected in this context, new third-party tools are beginning to emerge that aim to simplify the management of advertising campaigns on ChatGPT. For example, Adthena has just introduced its ChatGPT Intelligence platform, capable of monitoring 300,000 ads per day, tracking which brands are advertising, where the ads appear, and what messaging they use, while also offering real-time recommendations to optimize campaigns.
Image: ChatGPT
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