Target will be among the first companies to work with OpenAI to test contextual advertising in ChatGPT

Sponsored, contextual and clearly labeled ads from Target and from Roundel retail media business partners will appear alongside users’ shopping conversations in ChatGPT, helping them discover products, deals and inspiration that meet what they’re seeking at that moment.

Ads are served based on keywords in a guest’s ChatGPT prompt, ensuring they’re relevant to the conversation. For example, a guest asking, “What are some countertop cooking appliances that make everyday meals more convenient?” may see an ad for an air fryer from a pilot participant embedded in the personalised response. This ad would appear separately and distinctly, and not influence the answer provided by ChatGPT.

"We believe ads play an important role in continuing to support broad access to AI,” said Asad Awan, ads and monetisation lead at OpenAI. “By working closely with partners like Target in this pilot, we’re able to thoughtfully test new ad experiences and learn together to ensure ads are separate and clearly distinct, relevant, and useful while maintaining the trust people place in ChatGPT.”