OpenAI is now displaying ads while users generate images in ChatGPT.
Today, Juozas Kaziukėnas, who has been great at chronicling updates to ChatGPT Ads, shared a screenshot on X showing a pet food ad appearing beneath an image-generation progress bar, accompanied by the message, “Here’s an ad while we create your image.”
The rollout isn’t entirely unexpected. As we reported in October, OpenAI had announced plans to test visual ads during image generation in the U.S. with a select group of advertisers. Clearly, that’s underway.
Why This Matters
The new format gives OpenAI another opportunity to monetize ChatGPT, this time by turning the waiting period during image generation into advertising inventory. (It’s like a CTV pause ad.)
Unlike ads that appear alongside ChatGPT’s responses, these campaigns run while the AI is working. They’re also clearly labeled and separate from the generated content.
The latest development also comes as OpenAI reportedly builds out more tools for businesses. Last week, Kaziukėnas also uncovered a potential ChatGPT Business Hub that would let verified businesses track how often they appear in ChatGPT responses, measure referral clicks and manage their business information. (Thousands of would-be GEO startups will likely die when this is launched.) That feature, of course, appears focused on organic visibility rather than paid advertising.
Experts React
Here is the full post from Kaziukėnas:
Our Take
This is the Instagram model. Find every available nook and cranny and add an ad. Image generation is a natural place for OpenAI to do that, as it’s dead air otherwise. Users are already waiting for a result, giving advertisers an opportunity to capture attention without interrupting the conversation itself.
Though, I will say, when I generate images with an LLM, I often turn away and don’t wait with bated breath for the result. So, one wonders how the company plans to track for viewability, for example.
