OpenAI has begun laying the groundwork for advertising on ChatGPT by setting up a dedicated ads integrity team, underscoring its focus on safety and credibility as it experiments with a new revenue stream.
The development follows OpenAI’s recent confirmation that advertisements will be tested on ChatGPT, marking a significant shift for the platform, which has so far operated largely without commercial messaging.
According to a job listing cited by Business Insider, the ads integrity function is being established as a “0 → 1 team,” signalling that the systems and processes will be built from scratch. The team will be tasked with creating safeguards to minimise the risk of misleading, deceptive, or fraudulent advertising appearing within the chatbot.
Focus on advertiser verification and risk assessment
A key responsibility of the new team will be the creation of robust know your customer (KYC) systems. These processes are designed to verify advertiser identities and assess potential risks before ads are allowed to run. KYC frameworks are commonly used across financial services and digital platforms to tackle scam-related issues, particularly in self-serve advertising environments.
Commenting on the move, Arilla Gracia, chief operating officer of the Check My Ads Institute, said that while KYC is an important first step, the effectiveness of OpenAI’s approach will depend on its long-term commitment to integrity. “KYC on advertisers is certainly a good foundation, but the materiality of the risk of a large volume of scam ads in the early days is far lower,” she noted.
Ad placement and user experience under review
Beyond advertiser verification, the ads integrity team will also evaluate how advertising is presented within ChatGPT’s responses. This includes decisions on placement, format, and overall integration, as OpenAI seeks to strike a balance between monetisation and preserving user trust and experience.
An OpenAI spokesperson confirmed that a limited advertising pilot will be rolled out on ChatGPT’s free and Go tiers in the United States. Advertisers taking part in the pilot will need to commit a minimum spend of $200,000.
During the initial phase of testing, OpenAI will measure performance through basic metrics such as clicks and impressions. More advanced measurement and reporting options are expected to be explored at a later stage, as the company refines its advertising strategy.
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