October 5, 2026
Ads are coming to image generation in ChatGPT: OpenAI prepares US test
Advertisers will be able to show products during image generation and track purchases after an ad view without a click.
OpenAI will begin testing visual ads during image generation in October 2026 in the US with an initial group of advertisers.
Previously, ads in ChatGPT appeared below responses. The company will test the new format while an image is being created, separate from the image itself. According to OpenAI as of Oct 5, 1.2 billion people use ChatGPT each week, but that figure describes the service's audience, not its advertising reach. [OpenAI announcement](https://openai.com/index/new-chatgpt-ads-format-and-measurement/).
Tracking without a click. Advertisers can now track purchases within 1 day of an ad impression without a visit to their website. For purchases after a click, they can choose the attribution window used in reports. These settings change reporting, but not campaign optimization.
Integrations with Hightouch, Tealium and LiveRamp send data on purchases and other conversions from advertisers' existing systems to ChatGPT Ads. A WorkMagic study for Dose estimated incremental orders at 2.3 times the number of orders that analytics attributed to ads using last-click attribution. [OpenAI Ads measurement tools](https://ads.openai.com/blog/more-ways-to-measure).
OpenAI's partners shared results from individual advertisers as of Oct 5, 2026:
- DV Rockerbox: WeightWatchers' customer acquisition cost in ChatGPT Ads was 15.3% lower than the brand's overall paid search figure. - WorkMagic: Dose saw 67% incremental purchases by new customers associated with ChatGPT Ads. - Triple Whale: 93% of Portland Leather visitors from ChatGPT Ads were first-time visitors.
How to create an ad
Launch through Ads Manager. ChatGPT Ads is managed in a separate Ads Manager at ads.openai.com. During signup, it can create your first ad from your website URL. The advertiser then edits it and confirms the campaign settings.
The standard launch process is described in [OpenAI's instructions](https://help.openai.com/en/articles/20001224-quickstart-launch-your-first-campaign):
1. Create an Ads Manager account. 2. Add a logo in Settings. 3. Set up billing and complete verification. 4. Create a Campaign, then an Ad Group and an Ad. 5. Submit the ad for review.
The first test of the new visual format is scheduled for late October 2026 in the US.
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