The advertising world is no longer shaped by search boxes or social feeds, but by conversational AI. In a major step forward, Criteo has become the first adtech partner to sell advertising within ChatGPT in a new partnership with OpenAI.
The move represents more than just an expansion in media buying. It signals the formal arrival of large language models (LLMs) as a viable, measurable, and investable advertising channel.
The initial advertising rollout for ChatGPT, including the ability for advertisers to buy placements through platforms like Criteo, is currently being tested only for the U.S. market. This pilot is focused on ChatGPT Free and Go users in the United States, and the integration with Criteo applies to that U.S. ad test.
Here’s everything you need to know.
The Ad Era of ChatGPT Begins
In January, OpenAI announced it would begin testing ads in the Free and Go tiers of ChatGPT, a pivotal shift for a platform that had previously been ad-free. Ads officially began appearing on February 9, marking the company’s first public foray into monetising its consumer AI interface beyond subscriptions and enterprise licensing.
To participate in the pilot, brands must commit a minimum of $200,000. Major holding companies, including Dentsu, Omnicom, and WPP, have already invested on behalf of clients, signalling strong agency confidence in conversational AI as a performance and brand channel.
Criteo’s entry into the pilot marks the first time a dedicated adtech platform is formally integrated into the program.
Why Criteo’s Role Matters
Criteo is not merely reselling inventory. Its involvement positions it as a key infrastructure layer between brands and conversational AI environments.
According to CEO Michael Komasinski, the partnership “represents an exciting step forward in advancing advertising in an emerging AI experience.” The emphasis is clear: this isn’t just about inserting banners into a chatbot. It’s about redefining how ads function within AI-driven discovery.
Criteo has long specialised in:
- Commerce media
- Dynamic retargeting
- Retail performance advertising
- AI-driven recommendation engines
Now, those capabilities are being adapted to conversational interfaces, where intent signals are expressed in natural language rather than typed keywords.
The Commerce Case for Chatbot Advertising
One of the most compelling arguments for ChatGPT ads comes from shopper behaviour data.
Criteo reports that consumers are 1.5 times more likely to purchase when referred to a retailer’s website from a chatbot. The data is based on observations from 500 U.S. retailers during February, suggesting that conversational recommendations may carry greater influence than traditional display placements.
Why might that be?
1. Higher Intent Signals
When users ask ChatGPT for product recommendations, comparisons, or advice, they are already in a discovery or consideration mindset.
2. Contextual Relevance
Unlike banner ads that rely on browsing history or demographics, chatbot ads can align directly with a live conversation topic.
3. Perceived Trust
AI-generated responses often feel advisory rather than promotional. If handled carefully, sponsored placements may benefit from that advisory tone, though this balance will be critical.
A New Advertising Format Emerges
Advertising inside a conversational AI platform is fundamentally different from:
- Search ads on engines like Google
- Social ads on platforms like Meta
- Retail media placements on marketplaces like Amazon
In traditional digital advertising:
- Users scroll.
- Ads interrupt.
- Engagement is optional.
In conversational AI:
- Users ask questions.
- The system responds.
- Sponsored content may appear as part of a recommendation flow.
This creates both opportunity and risk.
The Opportunity
Ads can become:
- Discovery enhancers
- Decision accelerators
- Context-aware retail referrals
The Risk
Poorly labelled or irrelevant ads could:
- Erode trust
- Damage user experience
- Trigger regulatory scrutiny
OpenAI has emphasised that the test will prioritise transparency and user trust, a necessity given the platform’s reputation as a knowledge assistant rather than a content feed.
The Economics of the $200,000 Entry Fee
Requiring a $200,000 minimum investment accomplishes several strategic goals:
- Filters for serious brand partners
- Limits scale during testing
- Protects user experience from oversaturation
- Generates meaningful performance data quickly
This also positions ChatGPT ads closer to premium beta programs rather than open auction marketplaces, at least for now.
If performance metrics validate the 1.5x purchase lift Criteo reports, we could see:
- Lower barriers to entry
- Self-serve buying tools
- Real-time bidding models
- Integration into broader retail media ecosystems
Retail Media Meets Conversational AI
Criteo’s involvement suggests that ChatGPT ads may evolve into a hybrid between:
- Sponsored search results
- Retail media placements
- AI-assisted shopping recommendations
Retail media has been one of the fastest-growing segments in advertising over the past five years. ChatGPT could represent the next frontier, where AI becomes the storefront concierge.
Imagine asking:
- “What’s the best running shoe under $150?”
- “Which air fryer is best for small kitchens?”
- “Where can I buy eco-friendly cleaning supplies?”
Instead of scrolling through pages of links, users may receive a curated response, including sponsored retailer referrals powered by Criteo.
Trust Will Be the Ultimate Currency
The most delicate part of this evolution will be user trust.
Unlike traditional platforms built around ads, ChatGPT’s brand identity centers on:
- Assistance
- Neutrality
- Expertise
If ads are perceived as manipulative or biased, backlash could be swift.
But if placements are:
- Clearly labeled
- Relevant to user queries
- Helpful rather than intrusive
They may be accepted as part of a value exchange, especially in free tiers.
Michael Komasinski’s emphasis on experiences that are “additive, relevant, and built on user trust” reflects awareness that conversational AI requires a fundamentally different advertising philosophy.
What Happens Next?
Criteo’s integration is set to roll out in the coming weeks, marking the first formal adtech activation inside ChatGPT.
Several key developments will be closely watched:
- Performance benchmarks versus search ads
- User sentiment toward sponsored responses
- Regulatory scrutiny around AI-driven advertising
- Expansion to additional adtech partners
If the pilot proves successful, ChatGPT may not just be a chatbot; it may become a new digital commerce gateway.
The Bigger Industry Implication
The partnership signals a broader trend: AI interfaces are becoming monetisable environments.
As large language models increasingly serve as:
- Shopping advisors
- Research assistants
- Travel planners
- Financial explainers
They will naturally attract advertiser interest.
Criteo’s early move gives it a strategic foothold in what could become a multi-billion-dollar conversational commerce market.
For the advertising industry, this isn’t simply a new placement. It’s a new paradigm — one where ads are embedded inside dialogue itself.
And for ChatGPT, it marks the beginning of its transformation from a purely informational assistant to a commercially integrated AI platform.
The experiment has begun.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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