Since OpenAI announced the arrival of ads on its most famous AI, we have learned which brands will be the first to test appearing in user conversations with the Free and Go plans.
A wide array of industry leaders is participating in the test, ranging from Adobe to automakers Ford and Mazda. Other key partners include Williams-Sonoma, Audible, HelloFresh and Audemars Piguet. Additionally, agencies like WPP, Dentsu, and Omnicom are bringing in a broad client base spanning consumer goods, beauty, and hospitality.
In all cases, ads appearing in ChatGPT will be clearly distinguishable from organic chat responses, as the company has repeatedly assured.
For Adobe, this move deepens the existing synergy between the two giants, following the recent integration of Adobe Photoshop, Express, and Acrobat directly into ChatGPT’s ecosystem.
Working alongside agency partner WPP Plc, Adobe will use the pilot to showcase Acrobat Studio—its unified AI-powered PDF and creation hub—and Adobe Firefly, the brand’s cornerstone for generative creative workflows. The goal here isn’t just about impressions; it’s about “Customer Experience Orchestration.” Asad Awan, OpenAI’s Ads and Monetization lead, emphasized that the focus is on maintaining user trust by ensuring ads remain distinct, relevant, and useful.
This month, Target—alongside its retail media powerhouse, Roundel—will begin surfacing sponsored, clearly labeled ads directly within user conversations.
Ads will be triggered by specific keywords within a user’s prompt to ensure the content feels like a helpful suggestion rather than an interruption. For instance, if a user asks for “countertop appliances that make meals more convenient,” they might see a targeted ad for a top-rated air fryer from a Roundel partner embedded in the response.
Aware of the changes taking place in the sector, Patrick Stal, CMO in HelloFresh has explained why they are taking this decision: “We are moving from a world of “search and click” to a world of “ask and converse”.
The strategy is clear: be where the intent is. By solving real-time problems—like “what’s for dinner”—at the exact moment of inquiry, these brands are moving beyond traditional browsing.
The sustainable home refurnishing company also aims to intercept consumers at critical decision-making moments. By integrating into ChatGPT, the company plans to surface high-quality products exactly when users are looking for home and kitchen inspiration, ensuring the experience remains transparent and value-driven.
For marketers, this pilot serves as a crucial case study in how generative AI can provide helpful, non-intrusive brand experiences while strictly adhering to OpenAI’s privacy framework. At the moment, brands that want to be present on ChatGPT ads, must contact with the company to be eligible.
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