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Category: OpenAI

OpenAI to Retire ChatGPT Atlas Aug. 9: What I’m Watching

I’m watching OpenAI discontinue ChatGPT Atlas, its standalone desktop browser, and move its browser-based AI features into the new ChatGPT desktop app. That app brings together ChatGPT Work, OpenAI’s work-focused agent, and ChatGPT Codex.

The end of Atlas. I’m taking note of an Aug. 9 retirement date after OpenAI’s James Sun confirmed the plan on X.

I’m also noting Sun’s exact wording: “The current targeted date for deprecation is 8/9, and we’ll share more information in the upcoming days both in-app and via email.”

One desktop app. I see the new ChatGPT desktop app becoming OpenAI’s primary desktop product, complete with built-in browser capabilities. Instead of maintaining a separate AI browser, OpenAI is combining browsing, work-agent features, and Codex in one place.

Chrome users can keep Chrome. If I prefer using Chrome, I can access ChatGPT and Codex through OpenAI’s Chrome extension without switching to a dedicated OpenAI browser.

As AI reshapes search, every glowing path to discovery carries commercial value—turning SEO investment into a conversation about pipeline, risk, and customer acquisition costs.

Why I care. I see this as an important shift because OpenAI is moving AI browsing into the main ChatGPT experience, where more people can ask questions, research brands, and complete tasks. In my view, that gives ChatGPT another opportunity to influence discovery beyond traditional search results.

My quick recap. ChatGPT Atlas will be retired as a standalone browser less than a year after its launch.

I first saw ChatGPT Atlas launch on Mac in October. OpenAI later released a dedicated Codex app and added an in-app browser in April. Now, I’m watching those capabilities move into the new unified ChatGPT desktop app.

Inspired by this post on Search Engine Land.

July 10, 2026
GPT-5.6 Support in Profound for Smarter AI Workflows

I’m introducing support for GPT-5.6 in Profound, bringing OpenAI’s newest flagship model family directly into the workflows I rely on for advanced AI performance.

With GPT-5.6, I can work across the new Sol, Terra, and Luna tiers, giving me the flexibility to support everything from frontier reasoning to high-throughput production workloads.

I’m especially focused on what this means for agentic workflows, coding, research, and enterprise knowledge work. GPT-5.6 delivers meaningful improvements in capability, reliability, and efficiency, making it easier for me to apply AI across a wide range of business use cases with more confidence.

Inspired by this post on Try Profound Blog.

July 9, 2026
ChatGPT Ads Updates: New Drafts, Audiences and Formats

I’m seeing OpenAI continue to build out ChatGPT Ads with a new round of updates for advertisers. In an email, ChatGPT Ads announced changes across ChatGPT Ads Manager and the broader ad experience, including custom audiences, a new overview tab, suggested ad drafts, a refreshed static ad card format, and expanded availability in Japan and South Korea.

Here is what stands out to me from the latest update.

Custom audiences: I can now upload audience lists with 25,000 or more users to include or suppress audiences from campaigns. OpenAI is also allowing bid multipliers for audiences at the ad group level, which gives advertisers more control over how aggressively they want to reach specific segments.

Overview tab: The new overview tab gives me a more centralized place to monitor account health, review recommended tasks that may improve campaign performance, and analyze key performance metrics in a larger, more flexible trend chart.

A before-and-after look at ChatGPT's refreshed static ad card, turning a small sponsored grocery prompt into a cleaner, more readable format with larger visuals and a clear Ad badge.

Suggested ad drafts: If a campaign needs broader content coverage to improve delivery, I may see an option to select “Add new ad” from the campaign view. This feature uses existing website metadata to prefill an ad draft with an image, title, and description, which I can then review, edit, and assign to a campaign and ad group. Importantly, OpenAI says this does not generate new copy or imagery with AI.

Japan and South Korea expansion: ChatGPT Ads are now live in Japan and South Korea. That means campaigns can target users in both markets, giving advertisers more reach if they do business there.

Refreshed static ad card format: OpenAI is also rolling out a refreshed static ad card across web and mobile. I see this as a cleaner, more compact format designed to be easier to read while giving visuals more prominence. This format had already started appearing in late June.

A bold Google logo sits atop layered, colorful digital documents, evoking the fast-moving world of search marketing, ad formats, campaign assets, and platform updates.

Why I care: ChatGPT Ads are still new, and OpenAI is clearly moving quickly. New targeting tools, reporting views, draft workflows, market expansion, and format tests all point to a platform that is still taking shape.

My takeaway is simple: I need to keep watching these changes closely, test them as they become available, and continue refining ad creative, audience strategy, and campaign structure as ChatGPT Ads matures.

Inspired by this post on Search Engine Land.

July 9, 2026
ChatGPT Ads Audience Lists: What Marketers Need to Know

I am seeing OpenAI roll out the ability to upload audience lists inside ChatGPT Ads. The new option appears under the “Tools” section and is labeled “Audiences.”

My read is that this gives advertisers a way to target campaigns based on the audience lists they upload to the platform, which should make ChatGPT Ads more useful for more precise ad targeting.

A new Audiences area appears in ChatGPT Ads Manager, inviting advertisers to upload customer lists for campaign targeting and audience filtering.

More details. I can upload raw or hashed emails and phone numbers and use them as audience filters for campaigns running on ChatGPT Ads.

A ChatGPT Ads audience upload form shows how advertisers can add customer lists, choose identifier type, and submit CSV or TXT files for campaign targeting.

What it looks like. I spotted screenshots of the feature from Craig Graham and Joss Froggatt on LinkedIn. Here is what the Audiences option looks like in the platform:

A glowing Google search bar cuts through streams of digital data, capturing the fast-moving world of search, shopping visibility, and SEO innovation.

Why I care. I see this as another sign that OpenAI is continuing to build more customization and targeting controls into its new ChatGPT Ads platform.

For advertisers and marketers, audience uploads could make the platform more practical and more performance-focused. If the targeting works well, it may help improve conversions, strengthen ROI, and make ChatGPT Ads a more serious option in paid media plans.

Inspired by this post on Search Engine Land.

July 7, 2026
OpenAI’s ChatGPT Ads Generator Raises Marketer Caution

I am seeing OpenAI roll out a new feature that lets ChatGPT Ads generate ads for advertisers, and I suspect AI is doing the heavy lifting behind it. The option appears under “Add new ad” and includes a prompt to “generate ads for you.”

From there, I can choose to let ChatGPT create the ad, then review it, edit it, and approve it before it goes live on the ChatGPT Ads platform.

ChatGPT Ads Manager preview highlights OpenAI's generated ad workflow, where marketers can review an AI-created variation before activating it for a campaign.

What it looks like. Anthony Higman posted a screenshot of the feature on X, showing how the ad creation flow appears inside the platform.

A ChatGPT Ads dropdown highlights the quick Duplicate Ad option, pointing marketers to a faster way to copy an existing ad for review, edits, and reuse.

In the screenshot, the interface says, “We generated an ad variation based on your website and campaign settings. Review, edit as needed, and activate when you’re ready.” I can then move forward by selecting “Review and create.”

Old search marketing tools give way to a faster, connected future, with data streams, AI icons, and a glowing search hub symbolizing SEO innovation and community growth.

I also noticed that Higman spotted a quick duplicate ad option, which could make it easier to create variations faster.

Why I care. It makes sense to me that OpenAI would use AI to help advertisers create ads more quickly. If the tool reduces friction, it could lead to more ads being created, submitted, and activated on ChatGPT Ads, which would also help OpenAI generate more revenue from ChatGPT.

As a marketer, I would still be careful with AI-generated ads. I would review every version closely to make sure the messaging fits the brand, supports the campaign strategy, and aligns with performance goals, including ROI.

Inspired by this post on Search Engine Land.

July 6, 2026
Discover OpenAI’s New Product Feed Ads for Retailers

When I think about how much time I used to spend manually creating ads for each product, the introduction of OpenAI’s latest feature feels like a game-changer. OpenAI’s Ads Manager beta now allows retail advertisers like us to upload our product feeds, automatically generating ads from individual catalog items.

This update opens the door for brands to scale their advertising efforts within ChatGPT, seamlessly serving up products that truly matter to users during purchase-focused conversations. It’s an exciting development, as it aims to enhance ad relevance and impact.

What’s happening? Now, we can upload our entire product catalogs and generate dynamic ads using feed data, bypassing the need to create campaigns item by item. It’s a major efficiency boost, and so far, feed-based ads have demonstrated strong performance in the Ads Beta phase.

Why does this matter to us? With OpenAI’s product feed ads, retailers gain a scalable method to align catalog inventory with high-intent conversations, promising improved ad performance. This new functionality mirrors tried-and-true strategies from giants like Google and Meta.

Getting started. For those of us participating in the beta, it’s time to review feed requirements and start creating campaigns directly from our uploaded product catalogs. This could be the beginning of a new era in how we manage ad setup.

The bottom line. By expanding its advertising capabilities, OpenAI is offering a more scalable and automated advertising solution in ChatGPT, specifically tailored for retailers like us aiming to enhance ad performance.

Inside scoop. The announcement of this update was shared by Menachem Ani, the Founder of JXT Group. He posted about it on X, sharing the email he received from OpenAI.

Inspired by this post on Search Engine Land.

June 11, 2026
OpenAI Gears Up to Revolutionize ChatGPT Ads with New Features
As part of OpenAI’s exciting expansion, I’ve learned they’re extending ChatGPT ads into five fresh markets, including the UK. Excitingly, new campaign management features are on the horizon!

I can see OpenAI ramping up its ad strategies within ChatGPT through an early test that presents the possibility for multiple advertisers to showcase their ads in a single space.

What’s happening. From what I’ve gathered, OpenAI is trialing a new multi-advertiser format over a limited number of ChatGPT ads, which was confirmed in a recent update to their advertisers.

This new approach consolidates several relevant ads into one space instead of just one sponsored result. I understand these ads will be sold using a second-price auction model, commonly employed in digital advertising.

I’m excited to share that OpenAI aims to enhance user product discovery and provide ample avenues for advertisers to connect with users during high-intent interactions.

Meanwhile, in Ads Manager Beta. There’s more good news, as OpenAI rolled out some updates to campaign management features, and here’s what caught my attention:
- It’s now possible to shift existing campaigns from lifetime budgets to daily budgets, which makes budgeting more flexible.
- CPM campaigns can seamlessly transition to CPC bidding with just a click.
- I’ve noticed that impression-based campaigns now support customized CPM max bids.
- Bulk editing right in the Ads Manager interface—how convenient is that?
- Daily budgets will start working under an average daily budget system, touting weekly pacing flexibility.
- There’s fantastic geographic targeting expansion, beyond the U.S., Canada, Australia, and New Zealand, now including the U.K., Japan, South Korea, Brazil, and Mexico.
Why we care. The updates are instrumental in aligning OpenAI’s ad structure with what we as marketers expect from established ad systems, easing campaign management while widening international targeting.

What to watch. This multi-advertiser test might just be the indicator of how OpenAI plans to monetize ChatGPT. If it’s successful, the strategy could be key to expanding advertisers’ reach during users’ purchasing and research phases.

The bottom line. I see OpenAI carefully crafting its advertising framework, with the introduction of multiple advertisers in a single placement potentially redefining sponsored content’s role within AI-driven conversations.

Inspired by this post on Search Engine Land.
June 8, 2026
OpenAI Enhances Ads Manager with Fresh Budget and Geo Features
The latest updates to ChatGPT Ads are empowering me as an advertiser with greater control over how I manage my campaigns, especially when it comes to pacing, location targeting, and engaging with ads more effectively.

OpenAI’s recent rollout of updates to the Ads Manager Beta is expanding my capabilities in the realm of campaign pacing, targeting, and reporting. They’re also quietly testing intriguing new ad experiences within ChatGPT.

With these ongoing enhancements, OpenAI is clearly investing in building a robust advertising platform. This makes ChatGPT an increasingly attractive channel for both performance and brand advertising.

What’s new in Ads Manager Beta:

Daily Budgets are Here. Now, I have the option to choose between a daily or a lifetime budget when setting up new campaigns.

Currently, daily budgets apply only to newly launched campaigns. This change provides me with the flexibility to better manage pacing and spending, especially for ongoing campaigns or those requiring tighter control.

Enhanced Geo Targeting. OpenAI is introducing more detailed location targeting options across the U.S.

Now, I’m able to target campaigns by state, designated market area (DMA), and zip code, allowing for more precise audience targeting.

These targeting settings can be applied either during campaign setup or modified later within campaign settings. This update aligns ChatGPT’s ad tools more closely with familiar location controls on platforms like Google and Meta.

Aggregate Totals in Reporting Views. Now, the Ads Manager table views display aggregate totals for essential metrics such as impressions, clicks, and spending.

Having these totals available across campaign, ad group, and ad-level reporting views helps me quickly assess performance without the need for data exports.

Testing New ChatGPT Ad Experiences. In tandem with the Ads Manager updates, OpenAI has begun testing new ad experiences within ChatGPT.

Some ads now feature dynamic calls-to-action (CTAs) such as:
- “Shop Now”
- “Book Now”
- “Sign Up”
- “Learn More”
OpenAI indicates that CTAs are automatically chosen based on ad creative and destination experience, with the possibility of advertiser controls for CTA selection in the future.

OpenAI describes this feature as a lightweight enhancement aimed at improving user understanding and engagement with ads seen in ChatGPT.

Why I Care. Essentially, these updates show that OpenAI is committed to developing a sophisticated, performance-driven ad platform within ChatGPT.

With features like daily budgets and detailed geo-targeting, I’m armed with greater spend and target audience control. These tools are indispensable for mature advertising platforms.

The introduction of dynamic CTAs indicates that OpenAI is optimizing ads for higher engagement and conversion, paving the way for performance-centric ad formats in the future. For brands like ours dipping our toes into AI-native advertising, these updates signal that we’re moving beyond initial testing phases to establish ChatGPT as a viable media channel.

Inspired by this post on Search Engine Land.
May 22, 2026
Transforming Retail Ads: ChatGPT Now Powers Product Feed Ads

I recently discovered a fascinating development from OpenAI that has the potential to revolutionize e-commerce advertising. They’ve started transforming product catalogues into automated ads within ChatGPT, allowing retailers to seamlessly scale their campaigns.

Retailers now have the option to connect their product feeds directly to ChatGPT. This integration means that the platform can generate ads automatically, using product names, images, and other attributes. Gone are the days of manually crafting campaigns!

For users, these ads will still appear beneath responses and remain clearly labeled as sponsored content. There’s no change here in terms of user experience.

As someone interested in how e-commerce brands operate, I’m intrigued by this update. It significantly reduces the barriers that retailers with large inventories face when running scaled ads.

Brands have the flexibility to establish rules on which products are featured, allowing the system to efficiently generate ads. It reminds me of how shopping campaigns function on platforms like Google, leveraging structured feeds for both organic and paid visibility.

Previously, ChatGPT could use product data for answering queries but not for advertising purposes. Now, with this advancement, the same data supports both functions, bridging the gap between organic presence and paid campaigns.

This shift signals how OpenAI is looking to monetize shopping. Instead of taking a slice of transactions, they’re targeting ad budgets typically spent on platforms like Amazon and Meta.

Industry analyst Debra Aho Williamson calls this shift to feed-based automation a necessity, highlighting ChatGPT’s unique approach to serving ads based on conversational intent, a distinct advantage.

According to ad tech partners like StackAdapt, the integration with existing feeds is straightforward, easing the adoption process.

This latest move is part of a series of updates that focus on performance, including cost-per-click bidding and new conversion tracking tools. Cost-per-action models are reportedly in development, suggesting an even deeper focus on performance advertising.

I’m eager to see more retailers experimenting with ChatGPT as a performance channel. The ease of setup might make this an attractive option, but the real test will be if conversational intent can drive conversions as efficiently as traditional methods.

The bottom line is that OpenAI is effectively turning product feeds into ads, making ChatGPT a more potent, scalable channel for e-commerce advertising.

Inspired by this post on Search Engine Land.

May 12, 2026
Discover How OpenAI is Revolutionizing Ads with ChatGPT CPC

Have you heard the news that OpenAI has introduced CPC ads to ChatGPT? This strategic shift has transformed it into a performance-driven channel, offering advertisers new avenues for engaging intent-driven audiences and tracking ROI.

OpenAI is moving away from a focus purely on impressions in ChatGPT to prioritize performance. This change places OpenAI in direct competition with giants like Google by adopting cost-per-click (CPC) ads, allowing advertisers to pay only when users click on their ads.

What’s happening? OpenAI has started testing CPC ads within ChatGPT, where advertisers only pay when their ads receive clicks. Initial reports highlight that these clicks are priced between $3 to $5. They’re rolling out this feature through a limited ads manager, alongside their existing CPM-based model.

Why now? The main catalyst seems to be pricing pressure. Since its launch, ChatGPT’s CPMs have significantly decreased from around $60 to approximately $25. Switching to CPC helps mitigate this decline by connecting revenue to tangible outcomes rather than mere impressions.

Why do we care? With its evolution into a performance channel, ChatGPT is now not just a branding space. The CPC pricing model makes it easier for us to connect budgets directly to measurable actions, test ROI, and compare these results with channels like Google Search.

I’m excited about the opportunity for advertisers to access what could be a high-intent audience in a new format. This presents a first-mover advantage before competition—and the associated costs—escalate.

The bigger picture: This isn’t just a pricing change; it’s a strategic pivot. By embracing CPC advertising, OpenAI challenges Google’s dominance in the market, thereby positioning ChatGPT as a contender for performance marketing budgets.

Reading between the lines: A major challenge lies in proving user intent. While search advertising is effective because it captures users actively searching for something, ChatGPT’s conversational context needs to generate clicks with equal value. Advertisers will likely compare these results directly with Google, setting a high standard for quality and conversion.

Zoom out: Advertising is becoming integral to OpenAI’s long-term revenue plan, supported by investments in ad infrastructure, measurement tools, and a wider self-serve platform.

Bottom line: By implementing CPC ads, OpenAI is vying for the performance-driven ad dollars that have long supported traditional search platforms.

Inspired by this post on Search Engine Land.

April 22, 2026

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