Ads on ChatGPT: A new channel in the digital media mix

OpenAI has announced that ChatGPT will begin displaying advertising content to both free and paid users in the United States. This marks a pivotal shift — ChatGPT is no longer just a conversational AI tool, but is evolving into a new digital media channel.

For brands, this move signals a major evolution: generative artificial intelligence is no longer merely a content creation tool, but is becoming a strategic space for advertising investment.

Conversation: The New Marketing Channel in the Age of AI

For decades, digital marketing was driven by the logic of mass reach and brand exposure. Then came the era of performance marketing, focused on segmentation and data-driven optimization.

Today, conversational artificial intelligence adds a powerful third layer: interaction with purpose.

With the introduction of ads in conversational environments like ChatGPT, the dynamic between brands and users is being redefined. It's no longer just about delivering a message — it's about actively participating in a conversation where the user's attention is full, contextual, and more likely to lead to conversion.

Will we keep measuring impressions and clicks or start optimizing campaigns around moments of conversational intent?

Implications for the Media Mix and Full-Funnel Marketing

In a model where users interact directly with artificial intelligence, ads don’t interrupt — they’re naturally embedded within a conversational value flow.

This type of interaction has the potential to accelerate the evolution of the traditional marketing funnel, enabling more fluid experiences where awareness, consideration, and conversion happen almost simultaneously, rather than in isolated stages.

For brands in Latin America, the opportunities are substantial:

• Reframe the role of first-party data, as conversational AI models learn from real-time context and actual user preferences.
• Redefine impact measurement: How do we measure the influence of an AI-assisted response in the purchase decision?
• And most importantly, prepare for an environment where algorithms don't just distribute content — they orchestrate entire brand experiences.

Monetization, Trust, and Ethics: The New Triangle of AI-Driven Marketing

OpenAI has been clear: ads will not influence responses, will be clearly labeled, and will not share private user data with advertisers.

This is a critical point.

If AI becomes a new media channel, its legitimacy will depend on transparency and user trust.

Brands that manage to integrate AI without compromising these principles will hold a competitive advantage — earning attention without losing credibility.

Strategic Conclusion

OpenAI’s announcement is not a tactical move. It’s a preview of the future of AI-driven marketing.

A future where every interaction, every prompt, every response becomes a valuable touchpoint within the customer journey.

For marketing and data leaders, the question is no longer whether AI should be part of the media mix but how to design strategies that integrate it in a transparent, measurable, and user-centered way.