OpenAI is set to launch an advertising business using ChatGPT in Japan as the company faces increasing operational costs associated with artificial intelligence (AI). The new service will display contextually relevant ads during user conversations with ChatGPT, distinguishing it from traditional search ads that appear after users input keywords. This approach aims to connect naturally emerging consumer demand with advertising.
According to the Nihon Keizai Shimbun, OpenAI plans to begin its ChatGPT advertising service in Japan soon. Three major Japanese advertising firms—Dentsu Group's subsidiary Dentsu Digital, Hakuhodo DY Holdings' Hakuhodo DY ONE, and CyberAgent—announced on June 18 that they would facilitate the connection between advertisers and OpenAI.
Ads will be presented in image and text formats during conversations with ChatGPT. The target audience includes free users and those subscribed to the low-cost 'Go' plan. When users click on an ad, they will be redirected to the advertiser's website. Advertisers will not be able to specify when their ads are displayed; instead, AI will select ads based on the conversation's content and topics.
OpenAI has stated that it will not use sensitive personal information, such as health data, for ad selection and will avoid displaying political content or ads regulated in various countries. User conversation data will not be shared with advertisers, and the conversation and ads will operate independently.
The launch of the ChatGPT advertising business is driven by the significant operational costs associated with generative AI services. Despite having 1.1 billion users worldwide, expenses related to AI model development, data center investments, and computational costs have surged, resulting in ongoing losses. Recently, reports indicated that ChatGPT's market share has fallen below 50% for the first time amid fierce competition from companies like Google and Anthropic.
In this context, OpenAI has reportedly presented investors with a plan to grow advertising revenue to $100 billion globally by 2030. The company emphasizes that its ChatGPT advertising differs from traditional search ads. During a recent visit to Japan, an OpenAI executive stated at a briefing for select business partners, "I hope you do not think of it as being in the same category as search ads," a clear reference to Google's dominance in the search advertising market.
The pricing for ads is also set at a premium. According to Nikkei, OpenAI has proposed a cost of around 5,000 yen (approximately $47) for 1,000 impressions to Japanese advertisers. This is significantly higher than the hundreds of yen (a few dollars) typically charged for ads on platforms like Google or Meta. In the U.S., OpenAI began testing ads in February for select subscription plans, with major retailers like Target, design software company Adobe, and automaker Mazda participating in the trials.
The high ad pricing reflects the growing media influence of ChatGPT. According to U.S. research firm eMarketer, as of April 2026, 30% of American internet users accessed the web version of ChatGPT at least once a month, up from 7% in May 2024, increasing by one percentage point each month.
The advertising industry is particularly interested in the potential for AI conversations to generate new demand. Research by web analytics firm SimilarWeb found that 46% of users who saw ads on ChatGPT had no intention of purchasing the advertised products or services when they started the conversation. This suggests that engaging with AI can create new consumer desires. Digital advertising expert Ko Sugihara of Structure and Signals noted, "Google's search ads operate on a structure that 'waits for' demand, while Meta's tracking ads convert existing interest into purchase intent. Generative AI represents the next wave of creating demand 'from nothing.'"
However, the spread of AI advertising may raise concerns over privacy and the reliability of responses. Given that ChatGPT facilitates more personal conversations than typical search queries, users may worry that their personal issues or preferences are being used for advertising purposes. There are also concerns about whether ads might distort AI responses. OpenAI has stated that ads will not influence ChatGPT's answers. As advertising becomes more widespread across AI services, there are calls for industry-wide regulations. Following search and social media, AI chat interfaces are emerging as the next battleground in the online advertising market.
* This article has been translated by AI.
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