OpenAI Taps Retail Giants for First Wave of ChatGPT Ad Testing

The companies participating in OpenAI’s tests of ads in ChatGPT include Target, Adobe, Williams-Sonoma and Albertsons.

OpenAI said on Feb. 9 that it had begun testing ads in ChatGPT in the United States for logged-in adult users on the chatbot’s Free and Go subscription plans. The company had said on Jan. 16 that it planned to introduce ads to the ChatGPT experience.

Target said on Feb. 9 that it would be among the first companies to work with OpenAI on the test. The company said ads from Target and its Roundel retail media business partners would appear alongside conversations in ChatGPT.

“As conversational AI continues to shape how consumers discover ideas, compare options and make purchases, Target is using technology to meet guests in new ways during those shopping moments,” the company said at the time in a fact sheet.

Adobe announced the same day that it is a pilot partner in OpenAI’s Ad Pilot Program. The company said its participation in the pilot would help it better understand how ads can provide relevant experiences while also maintaining users’ trust in ChatGPT responses.

“As conversational AI continues to redefine how people discover and engage with brands, we remain committed to helping marketers navigate this shift effectively and orchestrate exceptional, personalized experiences across every touchpoint at global scale,” Adobe said in a blog post.

Williams-Sonoma said Feb. 11 that it became an early participant in OpenAI’s Ad Pilot Program. The home furnishings retailer said it aimed to explore how advertising in ChatGPT can reach customers as they are making decisions and show them relevant products.

“By collaborating with OpenAI in this early test, we have the opportunity to help develop a new advertising approach — one designed to engage consumers thoughtfully, contextually and in a manner that aligns with how users expect to interact with information on their platform,” Williams-Sonoma President and CEO Laura Alber said in a press release.

Albertsons Companies announced Feb. 12 that it is participating in the OpenAI Ad Pilot Program to test ad experiences that are relevant, timely and personalized. The grocer said its first ads in this new format would be focused on Valentine’s Day and would appear alongside answers to search terms such as “best flowers for Valentine’s Day.”

“We’re focused on advertising that enhances the customer journey, instead of interrupting it,” Albertsons Cos. Chief Commercial Officer Jennifer Saenz said in a press release.