Advertising and AI: ChatGPT moves forward, Gemini waits.
The world of digital marketing is undergoing a transformation. Artificial intelligence assistants, which are now part of our everyday lives, are no longer just conversational or productivity tools: they are becoming platforms in their own right, with new opportunities—and new challenges—for advertisers.
Recently, two important announcements highlighted different approaches to integrating advertising into these AI environments.
OpenAI will test ads in ChatGPT
OpenAI has confirmed that it will begin testing ads in ChatGPT in the coming weeks. These tests will focus on the free version and a new low-cost offering called ChatGPT Go. The ads will be displayed below the AI's responses, without influencing the responses generated, and will be clearly identified as advertisements. User conversations will not be shared with advertisers.
These tests represent a significant first foray into advertising by a major conversational AI assistant, which could open up a new and innovative advertising channel focused on contextual recommendations rather than traditional formats such as banners or classic sponsored results. We recommend Barry Schwartz's article on the subject: Open AI will soon test Ads on Chat GPT.
Google Gemini remains ad-free... for now
Google, on the other hand, has taken a different stance. At the World Economic Forum in Davos, Demis Hassabis, CEO of Google DeepMind, stated that Google currently has no plans to integrate advertising into Gemini.
In response to the announcement of upcoming ads on ChatGPT, he stated:
“It's interesting they've gone for that so early. Maybe they feel they need to make more revenue.”
— Demis Hassabis, CEO of Google DeepMind
This position concerns the Gemini assistant itself. However, Google continues to display ads in other environments where AI is used, including in certain rich search results (Ai overview/AI mode). Conversations with Gemini therefore remain ad-free for the time being.
Why these ads are important for digital marketing
New advertising formats are emerging, integrated directly into conversational environments.
Platforms adopt different strategies, forcing brands to remain flexible.
The user experience remains central, both at OpenAI and Google, even if their approaches to monetization differ.
What this means for you
At Planning Media, we closely follow developments in platforms and technologies that influence digital marketing. The arrival of advertising in ChatGPT could represent a new opportunity to watch, while Google's current position serves as a reminder that AI does not follow a single model.
Staying informed about these changes means being better prepared to adapt your strategies and seize future opportunities—before they become the norm.
Do you have digital marketing needs or want to explore new opportunities?
