ChatGPT is becoming an ad surface
More than 900 million people now use ChatGPT every week. In 2026 OpenAI took the next step and switched on ads directly inside ChatGPT. For the first time, brands can show up in the middle of the conversation where people already ask for solutions, products and recommendations.
The interesting part is not the reach, it is the intent. Someone asking ChatGPT a concrete question is often already in the middle of a buying decision. That is exactly where the new channel sits. We break down how the ads look, what they cost and how an SME can test them without burning budget.
What a ChatGPT ad looks like
Ads appear below the actual answer. They are clearly labelled as sponsored and visually separated from the text, so the character of the answer stays intact. A single ad is made up of a few clearly defined building blocks:
- Brand name and logo
- A headline of up to 30 characters
- A description of up to 60 characters
- A square image
- A link to your landing page
The format is deliberately simple. It has to convince in seconds, which is why a clear message and a concrete call to action work far better than generic brand phrases.
The language model stays independent
This matters for trust: the ad system is separate from the language model. Advertisers cannot influence, reorder or buy the actual answers ChatGPT gives. Brands also receive no chats, no history and no personal data about users. Buying an ad means buying visibility next to the answer, not the answer itself.
Context instead of classic audiences
Instead of demographic audiences, ChatGPT leans heavily on the conversation context. Advertisers provide so-called context hints, meaning topics, questions and keywords where their offer is relevant. The ad then appears when the conversation matches. For SMEs with a clear niche offer this is a real opportunity, because wasted spend goes down and enquiries arrive with high buying intent.
What does advertising in ChatGPT cost?
OpenAI self-serve manager bills either per click or per impression, much like Google Ads. Click prices sit roughly between two and eight francs depending on category, and there has been no minimum budget since the public launch. That makes the channel accessible for smaller budgets too.
Our recommendation: start with a clearly capped test budget, set up one or two offers properly and only scale once the numbers stay stable over several weeks. That keeps the risk manageable and lets you learn the channel before you invest more.
Paid and organic belong together
An ad puts you into the conversation instantly. But for ChatGPT to mention your brand in the organic answers as well, you need clean, well structured content. That discipline is called Generative Engine Optimization, GEO for short. The two work together: the ad drives the quick click, good content makes sure the brand gets recommended even without advertising.
If you want to be visible in AI answers today, you combine paid ads with strong, citable content. One without the other falls short.
Our take for Swiss SMEs
Advertising in ChatGPT is not hype, it is a new channel with unusually clear buying intent and a low barrier to entry. For SMEs in particular, an early and controlled test pays off while competition is still low.
If you want to know whether the channel fits your offer, we will look at it together in a free initial consultation, honestly and without pitch theatre.