As OpenAI gears up to launch ChatGPT ads, marketers try to keep up

Just as marketers were beginning to sketch out playbooks for turning chatbots into brand building machines, OpenAI made it clear the honeymoon was over. The company confirmed that advertising will start rolling out in ChatGPT in the U.S. over the coming weeks.

That doesn’t mean marketers need to toss out everything they’ve learned about showing up organically in conversations. Those early experiments are likely to become the scaffolding for what comes next. The shift is more practical than existential: the next phase arrives with rate cards and media plans attached.

“Our approach to paid ads will be informed by our GEO expertise, which we already apply to help clients structure content that is clear, authoritative and machine-readable, so AI systems can accurately understand brands and surface them in relevant conversation,” said Paula Hijosa, AI and performance lead at Space & Time. 

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