OpenAI is taking its first steps in integrating advertising into ChatGPT, a decision that could transform the digital advertising landscape. According to industry specialists, the company must demonstrate that a chatbot can be an effective tool for driving sales, which will require intelligent data use and precise result measurement, without losing user trust. Mark Mahaney, an analyst at Evercore ISI, estimates that OpenAI could reach advertising revenues of several billion dollars this year, and up to $25 billion by 2030 if it executes a proper strategy. For context, EMARKETER predicts that TikTok will generate $43 billion in advertising revenue in 2024, Microsoft $19 billion, and Apple $13 billion. Currently, OpenAI is testing ads with a limited group of brands and users in the United States, displaying them at the end of responses in the free version and the Go plan of ChatGPT. Sarah Friar, OpenAI's CFO, explained on CNBC that, for example, a user searching for accommodation in Dallas might see ads from Expedia or Airbnb, while a future mother in San Francisco could receive advertising for baby products. Although advertising in ChatGPT is still basic, experts like Nicole Greene from Gartner highlight the potential of combining natural language query data with relevant products, which could revolutionize ad personalization. “That’s pure gold for marketing,” Greene told Business Insider. Michael Cohen from Horizon Media considers the current ad insertion to be “fairly innocuous” and that the real challenge will be to achieve better performance than traditional contextual advertising, which is based on the content consulted rather than personal data. Companies like Google, Meta, and Amazon have perfected targeting and result measurement, something OpenAI still needs to develop. Michael Komasinski, CEO of Criteo, points out that to scale the business, OpenAI will need a conversion API that allows advertisers to measure actions like purchases or downloads. Additionally, creating performance-oriented ad formats that do not negatively impact user experience will be key. User trust is another fundamental pillar. OpenAI has published advertising principles that ensure the separation and clear identification of ads, ensuring they do not influence organic responses and that user data is not sold to third parties. Adam Edwards from Brainlabs believes users will accept ads as long as they are clearly differentiated from organic content. To achieve the ambitious goal of $25 billion in revenue, OpenAI will need to expand its advertising footprint beyond ChatGPT. Its generative video tool Sora, the Atlas browser, and future AI devices represent new opportunities for ad insertion. Additionally, integrating commerce and instant payment functions opens the door to sponsored listings and innovative formats. Regarding internal structure, OpenAI has appointed Vijaye Raji as the head of the advertising team, who will report to Fidji Simo. Raji, with experience at Meta and in product development, is well-positioned to build the company’s advertising platform. Experts expect OpenAI to increase its workforce in this area and do not rule out strategic acquisitions to accelerate the development of key technologies such as ad servers and personalization systems. In summary, OpenAI faces the challenge of balancing innovation, privacy, and advertising effectiveness to establish itself as a relevant player in the sector, according to businessinsider.es.