Criteo becomes first ad tech partner as OpenAI tests advertising in ChatGPT Free and Go versions in the US

Criteo said it became the first advertising technology partner integrating with OpenAI’s advertising pilot in ChatGPT Free and Go versions in the United States.
Digital advertising platform Criteo has joined OpenAI’s advertising pilot in ChatGPT, announcing it is the first advertising technology partner to integrate with the initiative in the Free and Go versions of the chatbot in the United States. 

The integration will allow brands to use Criteo’s digital advertising platform as part of the pilot, which explores how advertising can work within conversational AI environments such as large language model (LLM) platforms. 

The rollout of the integration is expected to begin in the coming weeks as part of the ongoing advertising pilot inside ChatGPT. 

Ads and discovery within AI platforms

Michael Komasinski, Chief Executive Officer of Criteo, said the partnership marks a step toward understanding how advertising can function inside emerging AI interfaces.

“This integration with OpenAI represents an exciting step forward in advancing advertising in an emerging AI experience,” Komasinski said.

“Through this pilot, we are helping shape how advertising can support discovery and consideration within Large Language Model (LLM) platforms, grounded in experiences that are additive, relevant, and built on user trust,” he added.

The company said the pilot offers an opportunity to assess how brands can participate in advertising inside ChatGPT while potentially driving incremental demand back to retailers and brand destinations.