AI is widely used as a tool in daily activities. For millions of people, ChatGPT has become a personal space, used for learning, decision-making, writing, analyzing, or solving real problems. That is why the introduction of ads in such a context raises relevant questions for the marketing industry.
The announcement made by OpenAI on January 16, 2026, regarding the testing of ads in ChatGPT indicates the direction in which digital advertising is heading and the level of trust that brands will need to sustain.
ChatGPT as an Assistance Tool
Unlike social media or search engines, ChatGPT functions as an assistant. Users access the platform with a specific purpose: to better understand, organize information, and resolve concrete situations.
In this type of interaction, commercial messages must integrate naturally into the experience. Any form of communication that interrupts or diverts from the purpose for which the user accessed the platform can affect the trust relationship built around the product.
Why OpenAI is Choosing to Test Ads Now
The stated reason is expanding access to AI. OpenAI aims to provide advanced tools to as many people as possible, including those who cannot or do not want to pay for a subscription. In this context, ads appear as a solution that enables expanding access without becoming an end in itself.
This is an important difference from traditional monetization models, where advertising quickly becomes the main driver of product decisions. In the case of ChatGPT, paid subscriptions remain ad-free, and the testing is limited, controlled, and explicitly communicated.
OpenAI Principles for Advertising in ChatGPT
OpenAI has presented a set of principles that define how advertising can function within ChatGPT:
- commercial messages do not influence the AI-generated responses
- conversations are kept confidential and are not used in relations with advertisers
- ads are clearly delimited, both visually and in content
- the user decides if and how commercial messages are personalized
- the focus is on sustained value over time, not on maximizing interactions
In this framework, advertising is integrated through explicit and transparent rules, easy to understand and assess.
Impact on Marketing and Brand Positioning
The OpenAI approach raises the standards for commercial communication in an AI-dominated context. Visibility and budget remain important, but they can no longer support messages lacking substance. Ads are evaluated by relevance, clarity, and accuracy, and the differences between promise and reality become immediately evident.
For brands, this change shifts attention to the fundamentals of the business. The product, the value offered, and the consistency of the message take on a central role. Communication must be easy to understand and aligned with the real user experience.
At the same time, the context becomes more favorable for small brands and emerging businesses. Visibility is directly tied to the clarity of positioning and the value of the product. Coherent, well-constructed messages anchored in reality reach the right audience more easily.
For marketing, this framework shapes a shift in approach, where performance is supported by trust, clarity, and real value.
