Adobe and OpenAI have announced a partnership that would let advertisers build and activate ads directly in ChatGPT’s interface.
The deal would enable marketers to use Adobe’s GenAI creative tool Adobe GenStudio for Performance Marketing to generate copy and image templates to be activated directly in ChatGPT.
Through the Adobe partnership, marketers can generate ad variants by selecting their brand, product and persona from their chosen asset management tool, and generate ads with conversational language.
Marketers can review and approve ads through connecting with Adobe Workfront before activating ads in ChatGPT, letting marketers create ads fit for a conversational environment.
Adobe is also a pilot advertiser, running ads for Acrobat Studio and Adobe Firefly in ChatGPT, in partnership with marketing holding group WPP.
The news comes as part of a series of launches from OpenAI regarding its developing ads business within ChatGPT.
OpenAI announced this week a new beta self-serve ads manager, cost-per-click bidding, and expanded measurement tools.
Ads Measurement in Conversational AI
Among this week’s announcements, OpenAI said advertisers will be able to create ads through agency or tech partners including Adobe. Performance advertising platform Criteo, creative advertising platform Kargo, retail media management company Pacvue, and programmatic advertising platform StackAdapt were all named tech partners.
The company has departed from its initial cost-per-thousand-impressions (CPM) model, introducing cost-per-click (CPC) bidding.
Under the previous CPM model, advertisers paid based on the number of times ads were shown to users, regardless of whether consumers engaged with them. The shift to CPC bidding aligns ChatGPT advertising more closely with performance-driven digital ad models used by Google Search and Meta, where advertisers only pay when users actively click or engage with an ad.
This is particularly significant as industry analysts have hinted that conversational AI environments could generate higher-intent interactions, and potentially higher levels of conversion, than traditional advertising.
Notably, OpenAI has launched Conversions API and a pixel-based measurement that will let advertisers effectively measure conversions and how consumers are engaging with ads.
An Ads Push for ChatGPT
The new pixel-based measurement tool will let marketers track consumer actions after ad engagement, including website visits, purchases, and sign-ups.
OpenAI has confirmed that user conversations won’t be tracked, and that conversation data stays within OpenAI’s system.
For OpenAI, the additions represent another step toward building a mature advertising platform capable of competing with established digital ad ecosystems while adapting ad formats for AI-native conversational experiences.
The company recently announced an expansion of its ad pilot, which has so far only operated in the US, to Canada, Australia and New Zealand.
