Ads in ChatGPT: what changes for Italian SMEs

OpenAI's advertising turning point: the context

On May 7, 2026, OpenAI published a official announcement which marks an important discontinuity. The company is starting tests for the insertion of advertisements within ChatGPT. This is a step that many industry observers have been waiting for.

To date, ChatGPT has operated on a freemium model based on subscriptions. However, the global scale of free users has pushed OpenAI to explore alternative revenue sources. Therefore, advertising becomes the tool to support free access to the platform.

Furthermore, the choice is not random. Conversational AI has reached a mass penetration that few other digital products can boast. Consequently, it becomes an attractive advertising inventory for brands of all sizes.

How ads work: architecture and guarantees

OpenAI has clarified some fundamental principles. First of all, ads will be clearly labeled. Users will always be able to distinguish between an organic response from the model and sponsored content.

In particular, the platform ensures that ChatGPT's responses remain independent of advertisers. Thus, a brand will not be able to directly influence the content generated by the model. This is a critical point for the system's credibility.

Furthermore, OpenAI has announced user privacy protections and control tools. Similar to what happens on other mature platforms, users will be able to manage their advertising preferences. Despite this, the complete technical details of the system have not yet been disclosed.

According to Gartner analysis, integrating advertising into conversational AI systems is one of the most significant evolutions in the media market over the next two years. Therefore, OpenAI's move fits into a structural trend.

The immediate impact on the media strategies of SMEs

For Italian SMEs, this announcement has concrete implications. In fact, ChatGPT is already a research and purchase decision tool for millions of users. Consequently, the appearance of ads in this context creates a new touchpoint in the commercial funnel.

B2B companies, in particular, will need to evaluate carefully. A user querying ChatGPT about an IT service provider or a software solution might now see relevant ads. Consequently, visibility on this channel becomes a competitive variable.

Similarly, Italian retail will need to monitor how users interact with ads in a conversational context. The format is profoundly different from a display banner or an ad on Google Ads . Therefore, creatives and messages will need to be rethought.

We at SHM Studio we recommend that SMEs do not wait for the full rollout phase. Instead, it is advisable to start analyzing your brand's positioning in AI conversations now. This preparatory work will be crucial.

Content strategy in the era of AI ads: what to redesign

The entry of advertising into ChatGPT has an often underestimated side effect. It changes how organic content needs to be designed. In fact, in an environment where ads compete with the model's responses, the quality and authority of content become even more relevant.

In particular, companies investing in strategic copywriting and in a SEO AI-driven will have a structural advantage. Language models tend to cite authoritative and well-structured sources. Therefore, being present as an organic source is a complementary goal to advertising presence.

Furthermore, the digital marketing strategy will need to integrate new KPIs. It will no longer be enough to measure impressions and clicks on traditional channels. Likewise, it will be necessary to track the brand's presence in AI responses and the effectiveness of conversational format ads.

According to Harvard Business Review research, companies that adopt an integrated strategy between organic content and AI presence record conversion rates 23% higher than those operating on separate channels. Therefore, convergence is an operational priority.

What no one is saying yet: the risks for brands

There's a less celebrated side to this news. Advertising in a conversational context carries specific reputational risks. For example, an ad appearing in response to a negative query about a sector could amplify unwanted associations.

Therefore, brand safety in the AI environment is a discipline still under construction. SMEs will need to precisely define the contexts in which they wish to appear and those to exclude. However, contextual targeting tools for AI are still immature compared to those available on Google or Meta.

Furthermore, the issue of measurement remains open. How do you attribute a conversion to an ad seen in a ChatGPT conversation? Subsequently, OpenAI will need to provide adequate APIs and dashboards. For now, SMEs must operate with a certain tolerance for metric uncertainty.

For this reason, our advice is to approach this channel with experimental budgets. First of all, you need to test and learn. Finally, you can scale more confidently once the measurement tools are mature.

What to do now: operational priorities for SMEs

In this testing phase, concrete actions are limited but significant. Here are the priorities that we at SHM Studio we identify for Italian SMEs.

• Map organic presence on ChatGPT. Before investing in ads, it is helpful to understand how the model already describes your brand, products, and industry. This audit is the starting point.
• Strengthen authoritative content. Websites with structured, up-to-date, and citable content are more likely to be retrieved by the model. Investing in Copywriting and in information architecture is a priority.
• Monitor product evolution. OpenAI will update the ad system specifications in the coming weeks. Therefore, it is essential to follow official announcements and industry analyses.
• Evaluate integration with existing campaigns. Who already manages LinkedIn campaigns or Google Ads will be able to consider ChatGPT Ads as a complementary channel, not a replacement.
• Consult a specialized AI marketing partner. The complexity of the new scenario requires hybrid skills, combining AI technology and media strategy. The team at SHM Studio AI is available for an initial assessment.

Outlook: where the market is heading in 2027-2028

OpenAI's entry into advertising isn't an isolated incident. In fact, Google has also integrated ads into its AI Overview responses. Similarly, Perplexity AI has announced its own advertising model. Consequently, conversational AI as a media channel is a structural trend, not a marginal experiment.

By 2027-2028, it is reasonable to expect that a significant portion of search budgets will be reallocated to these environments. Therefore, SMEs that start building skills now will have a measurable competitive advantage. Conversely, those who wait for market maturity risk chasing competitors with higher learning costs.

Finally, OpenAI's model could evolve towards more sophisticated native advertising formats. For example, ads integrated into responses in an even more contextual way, or partnerships with e-commerce for sponsored recommendations. Therefore, the scope of this transformation is still open.

To dive deeper into the strategic implications, the team at Digital marketing by SHM Studio is available. You can request a consultation through the contact page or explore our analysis on Blog . Furthermore, those who want a complete overview on services offered can visit the dedicated section.