OpenAI, the creator of ChatGPT and DALL-E, officially launched its advertising program on February 9, 2026, in the United States. Since May 7, 2026, ChatGPT Ads has been operational in Brazil — and this could be the biggest new paid media channel since the arrival of ads on Google over 20 years ago.
What is ChatGPT Ads?
ChatGPT Ads (formerly OpenAI Ads) is the native advertising system integrated into OpenAI's assistant. Ads appear contextually within conversations, suggesting products, services, or relevant content based on the user's real-time intent. It is conversational advertising: the brand does not interrupt the experience; it becomes a useful part of the response.
ChatGPT Ads in Brazil: Confirmed and Operational
Yes, ChatGPT Ads is already in Brazil! OpenAI confirmed the expansion to Brazil on May 7, 2026, along with the United Kingdom, Mexico, Japan, and South Korea. The initial launch was in the U.S. in February, followed by Canada, Australia, and New Zealand — and now Brazil is on the list.
Importantly, the expansion is still operating in pilot mode, with more limited capabilities than the U.S. market. Full self-serve is gradually coming. Brazilian advertisers accessing ads.openai.com can already create campaigns and test the channel.
Ads appear in the Free and Go versions of ChatGPT. Users on the Plus, Pro, Business, and Enterprise plans are not impacted by ads.
Available Ad Formats
- Sponsored Response: the brand appears as a direct recommendation in the assistant's response, identified with the “Sponsored” label. E.g., “Can I suggest blender X, with 4.8 stars and delivery for today.”
- Sponsored Suggestion: at the end of the response, ChatGPT offers shortcuts like “Compare prices for product Y” or “See offers from store Z”
- Conversational Card: an interactive visual block with image, rating, and CTA, displayed when the user shows purchase intent
- SearchGPT Ad: in search results, similar to traditional sponsored links, but with AI-generated summaries
How Does It Work in Practice?
The mechanism is based on smart context. The AI model itself analyzes the conversation and determines which ad is relevant for that moment. If the user asks, “best running shoes under R$ 500,” a sponsored result appears integrated into the AI's response.
Unlike traditional demographic targeting (age, gender, location), ChatGPT Ads targets by intent and context — what the person is trying to resolve at that moment. This tends to generate much higher engagement rates than traditional display.
Campaign Infrastructure
In less than three months, OpenAI built a complete advertising structure:
- Self-serve Manager: in beta since May 2026, allows companies of all sizes to create campaigns without a minimum investment (the initial minimum of $200,000 has been removed)
- Bidding Models: CPM and CPC available. CPA (cost per action) is in development
- Conversion Pixel: launched, records the last action before conversion. View-through attribution is planned
- Conversions API (CAPI): allows tracking post-click events like views, add-to-cart, and registrations
- Technology Partners: Adobe, Criteo, Kargo, Pacvue, StackAdapt already integrated
Performance: CTRs Above Display Benchmarks
Data from SimilarWeb indicates that CTRs for ads on ChatGPT exceed display and podcast benchmarks. The explanation is straightforward: the user arrives at ChatGPT already in active search mode, often close to a purchase decision.
Analyses from Adthena, which tracked over 50,000 daily insertions, show that ads with concrete numbers (values, rates, trial periods) outperform generic promises. Most start with the brand name, follow the formula “Brand: Benefit” and use specific CTAs like “Open Account” or “See Plans.” The tone of the best-performing ads mirrors the calm register of ChatGPT itself — without exclamations.
The average monthly spend since launch is around $109 million, according to AdClarity data. OpenAI projects to reach $2.5 billion by the end of 2026.
Need to Advertise in Portuguese? Strategic Tip
You can advertise in English while focusing on the Brazilian audience. A large portion of Brazilian ChatGPT users uses the tool in English, and ads are displayed based on the conversation context — not necessarily in the ad's language. The ideal is to start testing in English to understand ROI before investing in Portuguese versions.
Opportunities for Brazilian Advertisers
- First-Mover Advantage: Brazil is in pilot phase now — those who enter early benefit from less competition
- High Purchase Intent: users asking about products are already in an advanced decision stage
- Qualified Audience: the average ChatGPT user in Brazil is a high-income, educated professional
- Higher CTR than Traditional Display: the conversational format generates higher click rates than banners
⚠️ The Risk Few Are Evaluating
Before investing in ChatGPT Ads, do this exercise:
- Ask ChatGPT about the topics you plan to buy as ads
- See if your brand appears in the organic (non-paid) responses
- Identify the sentiment — positive, neutral, or negative
- Evaluate which competitors receive credit that you do not
If the organic response is positive most of the time, the ad amplifies a signal that already exists. If it is negative or absent, you are paying to draw more attention to a problem that has not yet been solved. In ChatGPT, the ad appears alongside the real-time generated response — and you do not control that response.
How to Get Started?
Visit ads.openai.com, create your account, and start exploring campaign options. The platform is still evolving rapidly — it is the perfect time to learn and position yourself before competition intensifies.
At Agência Kaizen, we are closely monitoring this evolution. We help your brand take the first steps in ChatGPT Ads, from auditing organic responses to creating and optimizing campaigns. Contact us.