ChatGPT Visual Ads Are Coming: What UK Advertisers Need To Know

Right, this one's a big step for AI advertising, and it’s coming faster than you might think. OpenAI announced on 5 October 2026 that it will begin testing visual ad formats within ChatGPT later this month, starting in the U.S. These aren't just text links; these are image-based ads designed to appear during the image generation process. It’s a clear signal that the world’s largest AI-native consumer platform is serious about expanding its advertising offerings, and it’s something UK advertisers need to be aware of now.

What's actually happening?

OpenAI confirmed it will start testing a new visual ad format in ChatGPT during October 2026. This initial test will involve a select group of advertisers in the U.S. The key detail here is where these ads will appear: during image generation within ChatGPT. OpenAI stated that these ads will be "clearly labeled, and remain separate from the image being created." They also reiterated their stance that "advertising does not influence ChatGPT's answers," which is important for user trust. Think of it as a new canvas for brands, appearing right at the point where users are actively creating visual content. With OpenAI claiming ChatGPT reaches 1.2 billion people each week, the sheer scale of this potential audience is immense. They're also expanding their measurement tools, integrating with partners like Hightouch, Tealium, LiveRamp, AppsFlyer, and Kochava, which tells you they’re building out a serious ad platform.

Why this matters for UK marketers

You might be thinking, 'It's only in the U.S. for now.' And that's true for this specific visual format. However, ads have already been running for free and Go ChatGPT users in 31 European countries since late August 2026. Plus, on 31 August 2026, the European Commission designated ChatGPT a 'very large online search engine' based on its 159.1 million monthly users in the EU. This designation comes with duties, including a public ad repository starting in January 2027. The writing is on the wall: advertising within AI platforms is here to stay, and it's expanding. For UK businesses, this represents a new, highly engaged audience at a potentially high-intent moment (users are creating, often for specific purposes). It’s an opportunity to integrate your brand visually into the AI experience, rather than just relying on text prompts. The search data backs up the interest here too: 'chatgpt ads' sees around 1,000 searches a month in the UK, with 'chatgpt advertising' adding another 720, according to Semrush data for October 2026. These terms carry a cost per click of £11.06, which shows the commercial intent and value already attached to this space.

What to think about this week

So, what should you actually do about this, even if you can’t run visual ads in ChatGPT today? First, start thinking about your brand's visual assets. Are they ready for a potentially new, AI-driven context? We're talking about high-quality, impactful images that can stand alone and convey your message quickly. Consider how your existing image campaigns on platforms like Meta or Google Display might translate. Second, think about your brand's presence within AI-generated content. While OpenAI states ads won't influence answers, the proximity to AI-created visuals means you need to be confident in your brand guidelines. Your brand guidelines should cover what you show and also where your brand might appear alongside AI-generated images. Finally, keep an eye on the news. These tests move quickly, and what starts in the U.S. often rolls out to other major markets like the UK soon after.

Your five-minute check this week

• Review your current image ad creative. Are there any standout visuals that convey your brand story or product benefits effectively without much text?
• Familiarise yourself with ChatGPT's image generation capabilities (if you haven't already). Understand the types of images it produces and the context in which ads might appear.
• Discuss with your marketing team how an 'AI-native' visual campaign might look. What's your unique selling proposition in an image?
• Consider your brand safety policies for AI. Do you have guidelines for how your brand should appear alongside AI-generated content, even if it's just an adjacent ad?
• Sign up for updates from OpenAI (or follow Clicky’s blog, of course) to be among the first to know when these formats expand.

The bigger picture

This move by OpenAI highlights a significant trend: AI platforms are rapidly becoming new channels for advertising and commerce. Advertising is moving beyond search results or social feeds to integrate brands directly into the generative experience. As AI capabilities evolve, we'll see more sophisticated, context-aware advertising opportunities. Brands that understand how to communicate visually and adapt their creative for these new AI environments will be the ones that win. It’s about being present where your audience is creating, discovering, and eventually, buying.

The future of advertising is increasingly visual and AI-driven. Getting your brand ready for this shift now will put you in a strong position. If you need help with these new AI advertising opportunities, we’re always testing what works.