OpenAI unveils a new visual ChatGPT ad format for U.S. image-generation tests and expands conversion attribution and brand-suitability measurement

What changed

OpenAI announced a new visual ad format for ChatGPT on October 5, with testing planned later this month in the U.S. for an initial group of advertisers during image generation. Ads will be clearly labeled and remain separate from the image being created, and OpenAI says advertising does not influence ChatGPT's answers. The company is also expanding conversion-data, click-attribution, full-funnel and incrementality measurement partnerships and brand-suitability work with partners including DoubleVerify and IAS. This is an upcoming U.S. test, not a claim that visual ads are already globally available to every user.