From the source
OpenAI built a bespoke advertising system for ChatGPT around a post-trained frontier LLM that makes tool calls for retrieval, ranking, relevance and auctions, rather than the request-response design traditional ad systems use.
- The company says conventional advertising responds to discrete events like a search query or page view, while intent in ChatGPT develops across turns and sometimes offers no fitting advertising moment.
- The stack keeps stateful ads sessions that remember information across turns and conversations, and runs ad selection in its own service so ads cannot influence ChatGPT's answers.
- OpenAI says the separation means ChatGPT has no dependency on the ads system, so an unavailable or slow ads service leaves organic responses unaffected, and returning no ad is an ordinary, successful outcome.
- ChatGPT Ads reached $1 billion in annualized revenue run rate less than 200 days after launch, and more than 100,000 advertisers have run ads on ChatGPT since launch, according to the company.
