OpenAI Rolls out Pilot for CPC Advertising on ChatGPT

During April 2026, OpenAI began its pilot test for CPC advertising for selected US users on ChatGPT’s Ad Manager platform.

Initially, OpenAI launched Ads in ChatGPT on February 9, 2026, with advertisements priced by CPM (cost per mille).

This recent shift, in part, appears to respond to the erosion of CPM. Reports indicate that ChatGPT’s CPMs have dropped substantially since launch, falling from around $60 to as low as $25 in some cases.

Now, marketers advertising on ChatGPT can set bids on clicks between $3-5, rather than for every thousand impressions served.

Additionally, industry reports suggest the minimum ad spend for CPC dropped to $50,000 (versus roughly $200,000 for CPM at launch), which would meaningfully lower the barrier for entry.

This model of advertising is effectively challenging Google, which has long dominated the CPC advertising market.

What does this really mean for marketers?

This is effectively the opening of a new performance marketing channel, rather than merely a branding and digital PR opportunity. With the shift from CPM to CPC, marketing teams can now effectively test and measure ROI in this environment, comparing performance to other channels like Google.

Rene Wielenga, Head of Performance Advertising at Peak Ace, spoke to us about the opportunities this development generates for brands:

“OpenAI turning on CPC ads in ChatGPT is a sign that LLMs are becoming a paid discovery surface, not just an answer engine. For brands, this introduces a new layer of impression share and competition that sits alongside Google and Bing. It will reward disciplined testing, strong measurement, and a clear view on incrementality as it expands beyond the US.”

Not only does this development alter which channels marketers will focus on going forward. “For brands, this fundamentally reshapes visibility,” Franziska Dau, Expert Lead SEO at Peak Ace, told us. Franziska added that:

“It’s no longer only about being the ‘best answer’ organically, but about competing for attention through both algorithmic relevance and paid placement. In other words, brand visibility in LLMs becomes a hybrid of SEO, GEO, and performance Marketing. LLM visibility is no longer just earned. It’s becoming biddable, testable, and optimisable. The brands that win will be those who integrate content, data, and media early.”

What format are ChatGPT adverts?

Advertisements within ChatGPT will not alter the language model’s responses. Instead, advertisements will appear at the end of responses, be clearly marked, and matched by user intent.

When will ChatGPT open CPC advertising for the European market?

Currently, no comment has been made by OpenAI about precise rollout dates for ChatGPT advertising in other markets. Reporting has suggested that the next pilot markets will be Australia, Canada, and New Zealand, with Germany and other EU states expected later this year.

Future predictions about advertising in LLMS

While this is a big step in the world of advertising, we’re still in the early stages of integrating advertising into LLMS. As Rene Wielenga pointed out, how these platforms monetise on transactions driven by advertising is likely to evolve:

“As AI interfaces mature, I expect monetisation to evolve beyond CPC into something closer to Amazon’s model: commerce-native placements tied to outcomes, with referral-style fees when the assistant drives a transaction. CPC is a sensible early step, but the endgame is paying for measurable value, not just clicks.”