Amazon Ads has partnered with OpenAI to allow advertisers to extend their campaigns into ChatGPT, opening a new route for brands to reach consumers through conversational advertising.
The integration is initially being tested with a select group of advertisers in the United States. Advertisers will be able to access ChatGPT Ads through Amazon's demand-side platform, or DSP, as a managed service, with Amazon helping brands set up and optimise their campaigns.
Delta Vacations is among the advertisers participating in the pilot. The travel company will use the integration to reach consumers as they research destinations, compare options and make travel-related decisions through ChatGPT.
While Amazon will support campaign setup and management, OpenAI's advertising system will continue to determine when and where advertisements appear within ChatGPT. This distinction means Amazon is providing advertisers with access to the inventory rather than directly controlling ad placement inside the AI assistant.
The partnership adds ChatGPT to Amazon's expanding advertising ecosystem, which already allows marketers to purchase media across a range of third-party platforms and services. For Amazon advertisers, the integration provides another channel for extending campaigns beyond the company's own shopping and entertainment properties.
ChatGPT Ads are designed to appear separately from the assistant's responses and are clearly labelled as sponsored content. OpenAI has said advertisements do not influence ChatGPT's answers, while advertisers do not receive access to users' private conversations or personal conversation details.
OpenAI began testing advertising in ChatGPT earlier this year and has since expanded the programme with additional buying options. The company introduced a beta self-service Ads Manager and cost-per-click bidding in May, alongside partnerships with advertising and technology companies.
The Amazon partnership comes as conversational AI platforms increasingly become part of product research and purchasing journeys. Consumers can use AI assistants to compare products, explore travel options, research services and narrow down choices, creating a new advertising environment around high-intent conversations.
Amazon described conversational advertising as a growing opportunity for brands to engage consumers while they are actively exploring and making decisions. The pilot will provide both companies with an opportunity to assess how advertisers use Amazon's campaign infrastructure alongside ChatGPT's conversational environment.
For now, the Amazon Ads integration remains limited to selected US advertisers, and the companies have not announced when access will be expanded to additional advertisers or markets.
Disclaimer: This article may include information derived from interviews, press releases, public statements, research, company communications and other publicly available or third-party sources. Such material may be summarised, paraphrased or contextualised for journalistic and editorial purposes. All rights in third-party content remain with their respective owners.