OpenAI launched an advertising pilot in early 2026, aiming to integrate brand messaging into conversational AI. By late 2026, ads were displayed on approximately 25.94% of commercial prompts. The platform reached an annualized revenue run rate of $1 billion in under 200 days.
Advertisers report inconsistent results. Click-through rates currently range from 0.5% to 2%, while cost-per-click varies from under $3 to over $10. One advertiser reported spending $477 over six weeks for 370 clicks with zero conversions.
Targeting remains a primary challenge, with 14% of ads showing limited or no relevance to user queries. While some partners report cost-per-acquisition figures 15.3% lower than search benchmarks, many marketers treat the channel as an experiment with limited budgets.
OpenAI claims a 112% improvement in click-through rates over a recent tracking period. The company has introduced new measurement tools and creative formats to address feedback regarding ad relevance and conversion performance.
