OpenAI recently introduced a new advertising format within ChatGPT, aiming to integrate branded placements directly in AI-generated answers. This initiative was showcased at the Cannes Lions festival, where industry leaders grappled with how to effectively market through AI chatbots without compromising user confidence.
The proposed ads will appear only for logged-in users on the Free and Go subscription tiers in the United States initially. OpenAI plans subsequent pilots in the United Kingdom, Mexico, Brazil, Japan, and South Korea. Advertisements will be distinctly labeled and separated from the chatbot’s organic responses. Notably, premium ChatGPT accounts—including Pro, Business, Enterprise, and Education—will remain ad-free. OpenAI’s ad policy also restricts advertising in sensitive or prohibited topics.
Unlike traditional search engines that rank webpages, ChatGPT delivers direct answers that can serve as a discovery gateway. This shift to an intelligence-driven model intensifies pressure on brands to understand and influence how their content appears in chatbot outputs. It also raises concerns among publishers about potential traffic loss, as users may rely on AI answers rather than clicking external links. Platforms hosting AI chatbots face scrutiny not only for their reach but also for maintaining the relevance and usefulness of answers.
At Cannes Lions 2026, the festival expanded its focus on AI advertising by introducing new AI Craft subcategories and launching the Creative Brand Lion award. The festival attracted over 20,000 entries from 92 countries, with brands increasing their participation to 10% of submissions, highlighting the growing role of AI in marketing strategies worldwide.
However, trust remains a critical challenge. The Reuters Institute’s 2026 Digital News Report found that global trust in news from AI chatbots stands at just 20%, underscoring hesitation among users when engaging with AI-generated information. This trust deficit frames the ongoing debate about how brands and platforms can responsibly monetize AI interactions without eroding user confidence.