Over the past few years, one of the biggest changes in search behaviour has been the rise of AI-powered assistants. Users are increasingly turning to tools like ChatGPT to answer questions, conduct research, compare products, and solve problems that traditionally would have required multiple Google searches.
As AI search becomes more mainstream, marketers have been asking an important question: how will advertising work in a conversational search environment?
With OpenAI beginning to introduce sponsored placements within ChatGPT, we are starting to get a clearer picture of how advertising may coexist with AI-generated answers. For SEO professionals like myself, the development is significant – not because it replaces search engine optimisation, but because it signals the continued evolution of how users discover information online.
What Are ChatGPT Ads?
OpenAI’s advertising model differs significantly from traditional paid search.
Rather than bidding on specific keywords, advertisers provide contextual information about their products, services, and target audiences. The system then attempts to match relevant sponsored content with conversations taking place inside ChatGPT.
Sponsored placements are clearly labelled and appear separately from the AI-generated response itself. Importantly, OpenAI has stated that advertisements do not influence the content of ChatGPT’s answers.
For users, this creates a distinction between:
- Organic AI-generated recommendations and information
- Sponsored content that may be relevant to the conversation
This separation is important because it preserves trust in the AI’s responses while still creating opportunities for businesses to gain visibility.
What Type of Businesses Are Currently Having Success With Chat GPT Ads?
Examples include:
- Software and SaaS – productivity tools, AI tools, CRM systems, design software, developer platforms.
- Professional services – accounting firms, legal services, consulting, recruiting, marketing agencies.
- Education and training – online courses, certifications, tutoring, bootcamps.
- Financial services – banking, investing, insurance, budgeting tools (subject to platform policies and regulations).
- Travel and hospitality – hotels, tour operators, travel booking services.
- B2B products and services – cybersecurity, cloud infrastructure, business operations software, logistics solutions.
- Consumer subscriptions – streaming, fitness memberships, meal delivery, productivity apps.
- Healthcare and wellness services – telehealth, clinics, wellness programs (subject to applicable advertising rules).
Current views are that it can be costly to advertise on, so we recommend you have a big budget available before you start.
The Future of Search: Search Engine Optimisation > Search Everywhere Optimisation
The emergence of ChatGPT ads isn’t simply a new advertising platform. It’s another indicator that search is becoming more fragmented and conversational.
Users may begin their journey on Google, continue their research in ChatGPT, watch reviews on YouTube, and seek recommendations on social media before making a decision.
For SEO professionals like myself, this means success is no longer just about ranking first for a keyword. It’s about ensuring your brand is discoverable wherever users seek information.
Businesses that understand this shift early – and invest in both traditional search visibility and AI discoverability – will be better positioned as search continues to evolve.
Final Thoughts on Chat GPT Ads
ChatGPT ads represent an important milestone in the development of AI-powered search experiences. While the advertising opportunities will continue to evolve, the larger takeaway for marketers is clear: AI is becoming an increasingly important channel for information discovery.
