AI Advertising
Paid placement inside AI assistants like ChatGPT, reaching people in the moment they research, compare and decide, run through the demand-side platform we operate directly.
AI advertising is paid placement inside AI assistants: sponsored results that appear alongside conversations in tools like ChatGPT, matched to what a person is asking as they research, compare and decide. Morris McLane runs it through the demand-side platform we operate directly, as one channel within a connected paid-media strategy spanning search, social, programmatic, connected TV and audio.
Start with what you actually need to measure, then weigh compliance, latency and the integrations you already run.
The place where people decide is moving into conversation. They explore, compare and narrow choices inside AI assistants. Advertising is now opening up alongside those conversations.
A new layer in the journey
Conversational AI is not just another channel; it is a new layer in the customer journey, where people explore options, weigh solutions and move closer to a decision. It does not replace search or social. It reshapes where and when influence happens.
Where people are
- Discover: exploring ideas and options
- Compare: evaluating products and solutions
- Decide: narrowing to a choice and next steps
Why it matters
Showing up while someone is actively asking puts a brand in front of intent that older channels reach later, or not at all, and increasingly before they ever land on a website.
- Image1:1 · 256×256
- HeadlineShort & direct
- BodyConcise copy
- LabelClearly “Sponsored”
Ads in AI assistants sit alongside relevant conversations — clearly labelled, separate from the assistant's own answer, and selected from what the person is asking.
The format
- Square 1:1 creative
- Short, direct headline
- Concise body copy
- Clearly labelled “Sponsored”
Where they appear
Alongside relevant responses as clearly labelled placements, easy to identify, while still reading as a natural part of the conversation rather than an interruption.
Matched to intent
Placements are chosen from what someone is asking, so the brand appears while they are actively researching, comparing or exploring — not at random.
- AI assistants
- Search
- Paid social
- Display & CTV
- Audio
We run the channel end to end through the demand-side platform we operate: the same platform behind our wider programmatic, CTV and audio work.
Campaign build
- Audience and intent strategy
- Creative and message variants
- Setup, launch and optimisation
- Test-and-learn across variations
One platform
AI-assistant campaigns are planned, executed and measured in the same platform as your search, social, display, connected TV and audio — so the channel is part of one media strategy, not a silo.
Safety & measurement
- Brand-safety controls
- Placement quality standards
- Conversion tracking
- Honest, modelled attribution
- Connected TV
- Display
- Online video
- Digital audio
An early, fast-moving surface rewards operators who run it directly and connect it to everything else.
We operate the DSP
We buy through a demand-side platform we run directly: no reseller layer sitting between strategy and execution, and no waiting on a third party to act.
Connected to the journey
Advertising in AI assistants works hardest when it extends across connected TV, display, video and audio — reinforcing the message wherever the person goes next.
Growth and high-stakes
The same channel reaches B2B buyers researching a purchase and the stakeholders forming a view during a sensitive situation — pipeline on one side, reputation on the other.
What to expect.
Can you advertise on ChatGPT?
Yes. Ads can appear alongside ChatGPT conversations when they're contextually relevant to what someone is asking. We run them programmatically through the demand-side platform we operate, one of the first to enable placement inside ChatGPT.
How do you run ads in ChatGPT?
Through the demand-side platform we operate directly — the same one behind our wider programmatic, connected-TV and audio work, and among the first to enable ChatGPT placement. It's an early-access channel, so the first step is a short conversation to confirm eligibility and get a campaign set up.
What makes AI conversations a valuable advertising channel?
People increasingly turn to AI assistants to research products, compare options and ask for recommendations. ChatGPT alone reports hundreds of millions of weekly users. That puts a brand in front of intent inside the decision-making journey, often before anyone reaches a website.
How are ads shown in ChatGPT?
Ads can appear below the end of a response, selected for relevance to the conversation. They're clearly labelled as sponsored and visually separated from ChatGPT's own answer — present, but never disguised as the assistant's response.
How are ads matched, and what targeting is available?
Placements are chosen from the context of what people are asking and exploring — what they're researching, comparing or weighing up — rather than traditional audience or demographic targeting. The brand appears while the person is actively in the decision, not at random.
What industries can advertise?
Early access suits industries with fewer regulatory restrictions: retail, e-commerce, CPG, travel, education and B2B. Some regulated sectors may be unavailable for now under the platform's and OpenAI's current guidelines; we'll tell you up front whether a brief is eligible.
Which countries are supported?
At present, ChatGPT advertising targets users in the United States, Canada, Australia and New Zealand. The footprint is expanding as the channel matures.
The services this powers.
The same capability, applied across very different briefs.
