OpenAI Tests Multi-Advertiser Ads in ChatGPT Conversations
OpenAI is testing a new advertising format inside ChatGPT that could change how brands compete for visibility in AI-driven conversations. Instead of showing a single sponsored result, the company is now experimenting with placements that group several advertisers into one sponsored section.
Multiple Advertisers Share a Single Sponsored Slot
The new format is currently available in a limited test involving a small portion of ChatGPT ads. Previously, the platform displayed only one sponsored result per placement after launching ads in the United States on February 9, 2026. Now, however, multiple relevant advertisers can appear together within the same sponsored space.
In addition, eligible ads are sold through a second-price auction model, a pricing approach widely used across digital advertising platforms. OpenAI says the change aims to improve product discovery for users while also giving advertisers more opportunities to connect with people during high-intent conversations.
Although the test remains limited, it could become a larger part of the platform’s advertising strategy if results prove successful.
Ads Manager Gains New Campaign Features
Alongside the new ad format, OpenAI introduced several enhancements to its Ads Manager Beta. Advertisers can now convert lifetime budgets into daily budgets, clone CPM campaigns into CPC bidding with a single click, set custom CPM maximum bids, and bulk-edit campaigns directly within the platform.
Meanwhile, geographic targeting is expanding beyond the United States, Canada, Australia, and New Zealand. The platform now includes the United Kingdom, Japan, South Korea, Brazil, and Mexico. As a result, advertisers can reach a broader international audience through the self-serve advertising system launched in May.
Executives previously stated that the Ads Manager plays a key role in the company’s plan to generate $2.5 billion in advertising revenue this year.
Advertising Platform Continues to Evolve
The multi-advertiser format represents a shift from the platform’s earlier premium advertising approach. Initially, each response allowed only one advertiser placement, a decision designed to preserve what the company described as “answer independence.”
At the same time, OpenAI maintains that advertisements do not influence ChatGPT’s responses. The company also states that ads remain clearly labeled and separate from organic content.
Earlier reports indicated that OpenAI had been testing larger image-based advertisements, customizable call-to-action buttons, and e-commerce formats that display multiple product cards side by side. Consequently, the latest auction-based multi-advertiser test continues that evolution and moves the platform closer to advertising systems commonly used by major digital marketing platforms.
