OpenAI is demonstrating that ChatGPT is not just a breakthrough in AI, but also a serious platform for advertising. In just six weeks since launching its ad pilot, the platform has already generated over £100 million in annualised revenue. And that is from less than 20 per cent of eligible free and Go-tier users seeing ads each day.
The scale is significant. Around 85 per cent of Free and Go users in the US are eligible to see ads, meaning the current figures represent only a fraction of the platform’s potential. More than 600 advertisers are already taking part in the pilot, ranging from large brands to smaller campaigns testing the new format.
What’s Next
OpenAI is preparing to expand its ad programme quickly:
- Self-serve advertising will launch in April, allowing a broader range of marketers to access the platform directly
- Geographic expansion is being considered, with Canada, Australia, and New Zealand on the horizon
- Ad leadership has been strengthened with former Meta executive Dave Dugan joining to oversee sales
For marketers, this presents an important opportunity. Early adopters of new advertising channels have historically gained a strong advantage, as was the case with search and social media in their early days. With self-serve access opening soon, those who move quickly may benefit before the market becomes more competitive.
Ad Quality and User Experience
OpenAI is focused on keeping ads relevant and maintaining user trust. So far, fewer than 7 per cent of ads are rated as low relevance by users, and the company continues to improve this metric as the platform grows.
Why It Matters for Agencies and Marketers
Advertising on ChatGPT offers a unique opportunity: access to a growing AI-powered audience integrated into a platform that people use every day. OpenAI projects £17 billion in revenue from ChatGPT users in 2026, with advertising set to make up a significant portion of that income from the free user base.
For digital agencies, this is more than a new channel – it is a chance to advise clients on how conversational AI platforms can be incorporated into wider marketing strategies.
Takeaway
£100 million in annualised revenue from a limited pilot demonstrates that ChatGPT ads are already worth attention. As the platform expands access and reaches more users, marketers who understand the space early could position themselves ahead of the curve, helping clients make the most of a potentially powerful new channel.
