ChatGPT Ads: What's Actually Being Tested?
OpenAI has confirmed that it plans to begin testing ads in ChatGPT in the U.S. in the coming weeks.
A few important points upfront:
Ads are only being tested in the U.S.
They will appear only on Free and ChatGPT Go plans
There is no confirmed UK launch date
Paid plans (Plus, Pro, Business, Enterprise) will remain ad-free
This is very much a testing phase, designed to gather feedback and refine how ads might work in a conversational AI environment.
Where Will Ads Appear?
Ads will not interrupt conversations or change answers.
Instead, OpenAI plans to show:
Clearly labelled sponsored placements
Appearing below ChatGPT’s main response
Only when relevant to the conversation
The Most Important Reassurance: Ads Do NOT Influence Answers
This is the key concern we’re hearing, and OpenAI has been very clear about this.
ChatGPT responses will never be driven by ads.
ChatGPT’s answers are:
Generated based on what is most helpful and relevant
Not influenced by advertisers or sponsorships
Completely separate from paid placements
Ads are shown after the answer, not baked into it.
Your data and conversations are protected
OpenAI has also stated that:
Conversations are not shared with advertisers
User data is never sold
Advertisers do not get access to personal chats
Users can control ad personalisation or turn it off
This is about maintaining trust first, not maximising ad clicks.
Why This Is a Big Opportunity for Service-Based Businesses
This isn’t traditional advertising, and that’s exactly why it matters.
People use ChatGPT when they are researching options, comparing services, trying to understand costs, processes, or next steps.
That means high intent, not passive scrolling.
Imagine this scenario:
A homeowner asks ChatGPT:
What should I look for when choosing a local roofer?
A clearly labelled sponsored placement could:
Highlight a reputable roofing business
Offer helpful information (not a hard sell)
Lead into a follow-up conversation where real questions get answered
For service businesses, this could mean:
Being visible earlier in the decision-making journey, competing on relevance and trust, not just budget, and more qualified enquiries rather than just more traffic.
Why ChatGPT Go Matters in All of This
Alongside ads, OpenAI has launched ChatGPT Go, a low-cost subscription (£8 per month).
This new tier:
Makes ChatGPT more accessible to small businesses
Expands access to messaging, image creation, file uploads, usage, and memory
Helps normalise ChatGPT as a daily business tool
The more people use ChatGPT to research and plan, the more important it becomes for businesses to understand how they show up in AI-driven environments.
What This Means for Marketing (And Why Strategy Still Matters)
AI doesn’t replace good marketing...it rewards it.
Visibility in tools like ChatGPT will favour businesses that:
- 1
Communicate clearly
- 2
Explain their services well
- 3
Demonstrate trust and expertise
- 4
Align with how real people ask questions
This is not about gaming the system. It’s about being genuinely useful and discoverable.
How Make Me Local Will Help
At Make Me Local, we’re already preparing clients for this shift.
Here’s what we’ll be doing:
Helping Clients Understand AI-Led Discovery"
What ChatGPT is (and isn’t)
How customers are using it to research services
What this means for local and national visibility
Preparing Your Digital Presence
Making sure your website content is clear, structured, and helpful
Aligning messaging with conversational search behaviour
Strengthening trust signals that matter in AI-driven results
Ethical, Outcome-Focused Use of AI
No shortcuts
No low-quality, generic AI content
Responsible use that supports sustainable growth
As always, our focus is on real outcomes, not trends for the sake of it.
Want the Full Guide to ChatGPT?
This article focuses specifically on ChatGPT ads and ChatGPT Go, and the opportunity ahead.:
If you’d like a simple, plain-English explanation of:
What ChatGPT is
Who operates it
The different models, platforms, and subscription tiers
How businesses can use it day to day
Remember, ChatGPT ads aren’t here yet, and when they do arrive, they’ll be tested carefully.
But the direction of travel is clear:
AI is becoming a discovery channel
Trust and relevance matter more than ever
Service-based businesses that adapt early will be better placed to benefit
Our job is to help you understand what’s coming and use it responsibly, confidently, and effectively.
If you’d like to talk about how AI and search are evolving in your sector, we’re here to help. Book your consultation today.
Information correct upon publication - January 2026
Nathan Kelsey
Founder & CEO, Make Me Local
Nathan Kelsey is the founder and CEO of Make Me Local, a digital marketing agency helping service-based businesses grow through clarity-led strategies across AI SEO, web design, PPC, and content marketing. Since founding the agency in 2013, Nathan has grown Make Me Local into a global team serving over 300 businesses. Based in West Wickham, Kent, he is passionate about cutting through digital marketing jargon and building long-term growth partnerships with clients.