ChatGPT ads are becoming much more like Google Shopping.
OpenAI is reportedly rolling out a new carousel format that can place several products inside one ad at the bottom of a conversation. Digiday says it verified the format after seeing screenshots.
Until now, ChatGPT ads have generally promoted one product at a time. The carousel lets OpenAI pull several relevant items from a retailer’s product feed and display them side by side.
Advertisers don’t decide whether someone sees a carousel or a single-product ad. They upload their catalogue, choose which products are eligible and let OpenAI determine the best format for each conversation. For now, every product in a carousel comes from the same retailer.
For marketers, this makes the product feed far more important. Product titles, descriptions, images, prices and availability are no longer just background information as they effectively become the ad creative, and could influence which products OpenAI chooses to show.
The timing is no coincidence as retailers are preparing their holiday campaigns, while OpenAI is trying to attract more advertisers and larger budgets before the lucrative fourth quarter.
The format also moves ChatGPT closer to competing directly with Google Shopping. Instead of showing one sponsored recommendation, OpenAI can now give shoppers several options without making them leave the conversation.
We will update the articles if or when this feature becomes official, but given DigiDay’s reputation, we’re inclined to think this is a substantial report.
