7 September 2026 Marco Seriau
Journal of Experiences
With ChatGPT Ads, brands can engage in conversations that arise from real questions. Drawing on the experience gained in LLMs with Amplif-AI, TSW applies its approach based on listening, context, and strategy to this new opportunity
People always say what they want. Just listen to them.
It is a central point of our manifesto. Today, people need to be listened to, even in the LLM ecosystem: a space where they ask questions, seek confirmation, compare options, and make decisions.
With the arrival of ChatGPT Ads, advertising also enters a conversational environment. It’s not just about adding a channel to the media mix: it changes the context in which a brand can be discovered. An ad doesn’t meet a person while they’re scrolling through a feed or typing a keyword search. It can appear while that person is exploring a need, comparing options, and seeking information to make a decision.
For companies, this is an opportunity worth considering carefully. For us, it’s territory we already know.
ChatGPT Ads: advertising inside a conversation
ChatGPT has quickly become a daily environment for millions of people. OpenAI claims over 900 million weekly active users globally: a large and growing audience accustomed to using artificial intelligence to inform, understand, plan, and decide.
Ads on ChatGPT are designed to be clearly recognizable and separate from the response generated by the model. OpenAI specifies that advertising does not influence ChatGPT responses and that advertisers are provided aggregated performance data, not users’ personal conversations.
This is a crucial point: trust remains a crucial component of the experience. In an environment where people communicate to navigate, an advertising message must be relevant, useful, and consistent with the moment in which those who encounter it are experiencing it.
Why ChatGPT Ads is a business opportunity
The value of a ChatGPT Ads campaign doesn’t just depend on the potential for impressions or clicks. It depends on the quality of the context in which the brand is inserted.
People use LLMs to ask complex questions: they ask for advice, explore alternatives, evaluate features, and explore doubts. These are conversations that often precede a decision.
For a brand, this means being present at a relevant stage in the decision-making process. But it also means understanding three things:
- what questions people actually ask;
- in what contexts the brand is mentioned, compared, or excluded;
- what content, messages, and proposals can be useful and credible at that moment.
The channel is still young, and precisely for this reason, it offers room for experimentation. OpenAI’s advertising platform is evolving: it now includes CPC and CPM purchasing methods, measurement via Pixel and Conversions API, targeting, and campaign management tools in Ads Manager.
However, it’s not enough to “be there.” You need to approach it with awareness and care.
TSW’s experience in the LLM ecosystem
TSW has long been working to understand how generative AI is transforming brand visibility and experience.
With Amplif-AI, our proprietary infrastructure, we empirically and statistically observe and measure how brands are represented in LLM programs. We start by listening to people and their real behaviors: not from theoretical prompts, but from the questions customers and prospects ask when seeking information, evaluating options, or making decisions.
We then amplify these questions through thousands of queries to generative models. We analyze how a brand is described, which attributes are associated with it, which competitors it is compared to, and which selection criteria emerge in the responses. Finally, we transform the data into strategic insights: content priorities, opportunities for improvement, areas for focus, and possible actions.
It is this experience that allows us to approach ChatGPT Ads not as just another media platform, but as part of a larger ecosystem: one in which people build their perception of brands through conversations with AI.
The new TSW service for ChatGPT Ads
With our dedicated ChatGPT Ads service, we can guide companies from opportunity evaluation to testing, all the way to campaign optimization.
We can help brands:
- understand whether ChatGPT Ads is aligned with their objectives, audience, and category;
- identify the most relevant conversational moments for the business;
- define clear, useful, and brand-consistent messaging and creative;
- design campaigns and landing pages that effectively continue the experience;
- integrate advertising, content, SEO/GEO, and organic presence in LLM programs;
- measure results, conversions, and learnings to evolve investment.
ChatGPT Ads is a new opportunity. But, above all, it is a new place for companies and people to connect.
We are ready to explore it together, starting with what has always been important to TSW: listening to people to design better experiences, even when those experiences begin with a conversation with artificial intelligence.