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Article · LLMs

Ads are coming to AI answers: what ChatGPT and Google are testing

Illustrated avatar of Kenji Watanabe

By Kenji Watanabe · Reviewed by Editorial Desk
October 14, 2026 · 1 min read

SUMMARY

Both OpenAI and Google are building ads into AI answers. ChatGPT's ads now have bulk product campaigns and more measurement options, and Google showed conversational and shopping ads. Many are still tests, so check dates and availability before planning.

For years, AI assistants felt ad-free. That is ending. Here is what the trade press has reported.

ChatGPT ads

According to Search Engine Land and Search Engine Roundtable:

  • OpenAI added bulk product campaign creation, product review status and conversion reporting through its API.
  • A visual ad format is being tested during image generation. The ads are kept separate from the generated images.
  • A conversion-optimised CPC option is in beta for product-feed campaigns, plus a multi-product carousel test.
  • Access has expanded to Southeast Asia and Taiwan.
  • Measurement partners now include tools such as Hightouch, Tealium and LiveRamp, plus other attribution vendors. Early results shared by partners are preliminary, not platform-wide benchmarks.
  • Amazon is reported to be piloting ChatGPT ads through its ad platform for US advertisers.

Google’s side

At Google Marketing Live 2026 Google introduced Conversational Discovery ads, Highlighted Answers, AI-powered Shopping ads and a Business Agent for Leads. Search Engine Land reports the Shopping ads are expected to roll out later this year in the US. Google is also testing new conversational ad formats inside AI Mode and Search.

Something to check in your analytics

One report says ChatGPT-attributed traffic dropped in some analytics tools, which analysts tie to links opening without tracking tags. If you rely on ChatGPT referrals, check how your tool counts them.

Read the dates carefully

Several articles about these tests carry different dates, and most are trade reports rather than official announcements. Confirm availability on the company’s own pages before you plan a budget.

What to do

  1. Do not move big budgets yet. Treat ads in AI as experiments.
  2. Make sure your product feeds are clean. Both platforms lean on them.
  3. Fix your measurement so AI traffic is not hidden in “direct”.
  4. Remember that organic visibility inside AI answers still matters. See our checklist.

Sources

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