OpenAI has officially announced the start of advertising tests within ChatGPT. This is a significant change for the digital marketing ecosystem. In fact, for the first time, one of the most used conversational engines in the world is opening its doors to commercial advertising, while maintaining a clear separation between ads and responses generated by the model.
Therefore, Italian SMEs — particularly those operating in B2B or retail — are facing an unprecedented opportunity. Ads will be clearly labeled, responses will remain independent of sponsored content, and user privacy protections will be robust. All of this reduces the perceived risk for both advertisers and end-users.
In short, we at SHM Studio We believe this announcement deserves immediate strategic attention. Companies that begin to understand the logic of this new advertising format will have a concrete competitive advantage in the coming quarters. However, it is still too early to allocate significant budgets: the testing phase requires observation and analysis before any operational decisions.
The change announced by OpenAI
On May 7, 2026, OpenAI released long-awaited news. According to the official statement , the company has started tests for the inclusion of advertisements within ChatGPT. The stated goal is to support free access to the platform without compromising the quality of the responses.
Consequently, the chosen model involves a clear separation between sponsored content and the model's output. Ads will be clearly labeled. Furthermore, OpenAI has specified that AI-generated responses will remain independent of currently active advertisers.
This approach is reminiscent, at least in part, of Google's search results. However, ChatGPT's conversational context introduces entirely different dynamics. The user's attention level is higher. The moment of engagement is more qualified.
Immediate impact on the advertising ecosystem
The announcement has direct implications for the digital advertising market. According to Gartner data, the share of searches managed through conversational AI interfaces is set to exceed 30% by 2027. Consequently, traditional advertising formats — banners, display ads, classic keyword advertising — are progressively losing relevance.
In fact, ChatGPT already has hundreds of millions of monthly active users globally. A significant portion of these users utilize the platform for product research, service comparisons, and purchasing decisions. Therefore, the reach potential for advertisers is considerable.
On the contrary, important unknowns remain. The targeting methods have not yet been communicated in detail. Likewise, the allowed creative formats and auction mechanisms are yet to be defined. Despite this, the strategic signal is clear: conversational advertising is the next competitive frontier.
Three pillars of the ChatGPT advertising model
From OpenAI's announcement, three fundamental characteristics of the new format emerge. It is worth analyzing them carefully before drawing operational conclusions.
- Transparent labeling: every ad will be identifiable as such. This protects user trust and differentiates the model from opaque native advertising practices.
- Independence of responses: the AI model will not modify its responses based on active advertisers. Therefore, the informational quality is not compromised by the presence of advertising.
- User control and privacy: OpenAI has declared the adoption of robust protections for personal data. Furthermore, users will have control tools over their advertising experience.
In particular, the third point is relevant for Italian SMEs operating in regulated sectors. GDPR compliance remains a non-negotiable requirement for any advertising activity aimed at European users.
Concrete opportunities for B2B and retail SMEs
Italian SMEs operating in the B2B or retail sector can specifically benefit from this development. First of all, it's necessary to understand the profile of ChatGPT users. These are mainly professionals, decision-makers, and informed consumers. This audience is exactly the target for many Italian B2B companies.
Furthermore, the conversational nature of the format allows for much more precise contextualization of the ad compared to traditional formats. A user asking ChatGPT «what are the best warehouse management software for SMEs» is already in an advanced stage of the decision-making funnel. Consequently, a relevant ad in that context has potentially higher value than a generic display banner.
For retail companies, however, the opportunity lies in the discovery phase. Many consumers use ChatGPT to compare products or look for alternatives. Therefore, being present at that moment with a well-crafted advertising format can significantly influence the purchase decision.
We at SHM Studio we closely follow the evolution of AI-driven advertising formats. In particular, we integrate these analyses into the paths of Digital marketing that we develop for our clients. Likewise, we evaluate the impact of these changes on the strategies of SEO and content.
What to do now: strategic direction
The current phase is still exploratory. OpenAI has not communicated definitive timelines for the commercial launch of ads. However, there are concrete actions that SMEs can take starting today.
Firstly, it is useful to monitor the evolution of the format through authoritative sources such as TechCrunch . Secondly, it is advisable to start thinking about your conversational presence: are company content structured in a way that can be understood and cited by an AI model? This is an aspect that influences both the copywriting strategy as well as the site's information architecture.
Furthermore, those who already use google ads campaigns or LinkedIn campaigns should start evaluating how to diversify the channel mix in anticipation of new AI formats. Therefore, the right time to build internal skills is now, not when the format is already mature and competitive.
Finally, companies with well-structured websites and quality content will have an advantage. A website well-built and a consistent digital presence are prerequisites for any future advertising strategy, including those on AI platforms.
A Milanese agency's take on the conversational format
From our Milanese viewpoint, this announcement isn't surprising. For months, the industry has been discussing the economic sustainability of OpenAI's freemium model. Advertising was one of the most credible hypotheses. However, the way OpenAI has chosen to introduce it — with an emphasis on transparency, editorial independence, and privacy — is a positive sign.
Similarly to what happened with search engines in the 2000s, we will likely see a phase of intense experimentation. Some product categories will respond better than others. Some formats will prove more effective. Consequently, those who enter this phase with analytical curiosity — without premature investments but with constant attention — will be able to seize opportunities when the market stabilizes.
For Italian SMEs, the advice is not to ignore this development but also not to react impulsively. The AI strategy must be built methodically. Likewise, any advertising investment in new formats should be evaluated in relation to specific business objectives and available budget. For a structured comparison, the team of SHM Studio is available for a dedicated consultation.
Outlook for 2027 and beyond
Looking ahead to the next 12-18 months, a significant acceleration is reasonable to expect. In fact, if OpenAI's tests yield positive results in terms of revenue and user satisfaction, other players in the AI sector will follow. Google with Gemini, Anthropic with Claude, Microsoft with Copilot: all have similar economic incentives.
Therefore, by 2027, we could see the emergence of a truly AI-native advertising ecosystem, parallel to and complementary to that of traditional search engines. This will change the logic of media budget allocation for many companies. In particular, SMEs with limited resources will have to choose more precisely where to focus their investments.
In addition to this, the impact on SEO will be relevant. Content optimized for conversational search — clear, authoritative, structured — will become even more strategic. Those who have invested in editorial quality in recent years will find themselves in a favorable position. To delve deeper into these topics, you can consult the section SHM Studio blog dedicated to the evolutions of digital marketing.
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