OpenAI rolls out ChatGPT ads in India, over 50 brands on board

NEW DELHI: OpenAI has initiated the display of advertisements on its ChatGPT platform for users in India. The advertising model for logged-in adult users on the Free and Go plans will commence over the coming week, while paid subscriptions such as Plus and Pro will continue without ads. An estimated 50 brands are set to start advertising on the platform, with WPP and Omnicom among the early agency partners.

Starting September 4, businesses will gain access to a self-serve ChatGPT ads manager, with daily campaign budgets beginning at Rs 725. This move could potentially make the platform accessible to smaller advertisers alongside major brands. An OpenAI spokesperson disclosed to TOI that the company anticipates early advertiser interest spanning travel, financial services, retail, and health and beauty sectors.

India's unique opportunity lies in its mix of large enterprises, a robust agency ecosystem, and a wide range of small and medium-sized businesses that can leverage the platform through self-serve tools, according to the spokesperson.

OpenAI distinguishes its advertising strategy from traditional search ads, arguing that relevance will stem from the immediate intent expressed during a conversation rather than keyword bidding or long-term advertising profiles. When a user's request indicates commercial intent, a dedicated advertising system will determine whether a suitable and pertinent ad should appear, displayed independently beneath the organic ChatGPT response and clearly marked.

Advertisers will not receive access to users' conversation text or profile details. Instead, they will receive standard campaign metrics like impressions, clicks, click-through rates, conversions, and return on investment.

Additionally, OpenAI intends to introduce action-based buying models, conversion tools, and integration with independent measurement partners.