Where AI ads appear
- ChatGPT: a sponsored block below the answer, for users on Free and Go plans. Bought in OpenAI's Ads Manager.
- Google AI Overviews: ads in and around the AI summary, served from existing Search, Shopping and Performance Max campaigns.
- Microsoft Copilot: ads in Copilot answers, through Microsoft Advertising.
How they differ from other ads
| Search ads | Display ads | AI ads | |
|---|---|---|---|
| Triggered by | Keywords | Audiences and sites | The topic of a conversation |
| Context | A list of links | Unrelated content | An answer to the buyer's question |
| Buyer state | Searching | Browsing | Asking for a recommendation |
What advertisers control in ChatGPT
- Context hints: topics the ad should match, up to 2,000 per ad group.
- Location and devices.
- Customer lists, mainly to exclude existing customers.
- Bidding per view, per click or for conversions.
What advertisers don't control
- The answer. OpenAI says ads run separately and don't influence it.
- Who the person is. No job title or company targeting.
- The conversation. Advertisers never see what users typed.
Where to start
Start with ChatGPT if your buyers ask AI about your category: it's the only platform where you choose the questions. How AI ads fit into a B2B plan.
What an AI ad looks like in ChatGPT
A buyer asks: "Which close software fits a 300-person logistics company on NetSuite?" ChatGPT answers with a neutral explanation and some options. Below the answer, a block labelled as sponsored shows an ad: a headline, a short line of text and a link. That's the ad. It doesn't change the answer above it.
How AI ads are bought
| Platform | Buying tool | Pricing |
|---|---|---|
| ChatGPT | OpenAI Ads Manager | Per 1,000 views, per click, or optimised for conversions |
| Google AI Overviews | Google Ads (Search, Shopping, Performance Max) | Your normal search bidding |
| Microsoft Copilot | Microsoft Advertising | Your normal Microsoft bidding |
Questions
Are AI ads the same as AI-generated ads?
No. AI-generated ads are ads written with AI tools. AI ads are ads placed in AI assistants. You can have either without the other.
Do AI ads use my data to target people?
In ChatGPT, targeting uses topics, location, device and optional hashed customer lists. OpenAI says it doesn't share conversations with advertisers.
Can small companies buy them?
Yes. ChatGPT ads are self-serve with low daily minimums: $25 in the US and £15 in the UK.
Start here: AI ads for B2B. More articles in AI advertising strategy.