ChatGPT Ads Convert 1.5 Times Better, but They Aren’t for Every Brand

The platform’s scale creates opportunity, but trust, audience, and buying context determine which advertisers should test it.

EXPERT OPINION BY AMY ZWAGERMAN, BRAND AND AI STRATEGIST

OpenAI’s ChatGPT ad business hit a $1 billion annualized run rate in August. For anyone who hasn’t been following along: that is 10x what it was five months earlier. That means tens of thousands of advertisers across 40-plus countries have already jumped in.

And the early results are hard to argue with. Criteo, one of OpenAI’s ad tech partners, reports that ChatGPT ad traffic converts at 1.5x the rate of other referral channels. Target, Ford, HelloFresh, Audible, and........

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