ChatGPT Ads? What B2B Brands Need to Know Now

At Saltbox, we’ve been talking for a while about the inevitability of ads in ChatGPT. The economics of AI tools simply don’t support perpetual growth on subscriptions alone, especially as ChatGPT expands globally and server costs rise.

So when this point was brought up on one of our favorite market podcasts (Yes, we have favorite market podcasts! We’re nerds!), it confirmed what we’ve been anticipating. On the show, Sources author Alex Heath put ChatGPT’s current reality succinctly:

“ChatGPT is at a 10-plus billion annual run rate, but there’s only so far subscriptions can go. The only models that monetize effectively at billions of users are ads. They have to do ads. The question is when and how.”

That “when and how” now seems closer than ever. So, what’s it mean for B2B companies looking to stay a step ahead in paid advertising?

Why the Signs Are Pointing to ChatGPT Ads—Soon

CEO Sam Altman once described ChatGPT ads as a “last resort,” but his tone has changed. Recently, he’s saying he actually likes Instagram ads. And the numbers explain why:

• OpenAI, ChatGPT’s parent company, generates $3.5–$4.5 billion in annual revenue but spends over $8.5 billion.

• Analysts predict a $5 billion loss in the next 12 months and no profitability until…. Well? Something dramatic changes in their revenue model.

And that’s not all we’ve been paying attention to:

• OpenAI has begun hiring talent straight from ad tech powerhouses like Meta, Google, and X.

• Perhaps most telling: the company’s new role for a “Growth Paid Marketing Platform Engineer” calls for someone to build the technical infrastructure “behind OpenAI’s paid marketing platform.”

When you connect the dots, it’s clear the company isn’t debating whether to introduce ads. It’s preparing for how to make them work.

So, What Might ChatGPT Ads Look Like?

We believe that the increased focus on ad quality and visuals is actually good news for advertisers, as it suggests OpenAI is committed to developing an effective new ad platform. That hasn’t been the case for every AI platform! 😬

Sam Altman has said before that he likes Instagram ads—which is an interesting reference point, since those are among the few ad formats users generally tolerate. But ChatGPT isn’t Instagram. Its design is deliberately minimal, and Altman has said he wants to keep it that way to maintain a “digital,” rather than human, interface. While Sora, OpenAI’s new social-style platform, could also serve as a testing ground for more visual ad formats, it’s too small to deliver the scale OpenAI needs. 

Really, the main revenue opportunity lies in ChatGPT itself, where ads could take the shape of “recommended partners,” “verified answers,” or sponsored integrations that surface when users ask about products, tools, or services.

Most Likely Example for ChatGPT Ads? Google’s SERP

If ChatGPT wants to introduce ads that feel natural to the product, the most likely model will resemble Google’s search results more closely than those of social media. Think subtle, context-aware placements, sponsored responses, or highlighted tools that blend into conversational outputs, rather than banners or pop-ups.

Altman has said he wants the interface to remain “digital” rather than humanlike to avoid deception. That makes splashy visual ads unlikely. Instead, we might see:

• Native placements within responses, where promoted tools or data sources are surfaced in-line.

• SERP-style sponsored results, reminiscent of Google but more adaptive to user intent.

• Low clutter, fewer distracting items: While Google is undoubtedly the top example to for building an ad revenue empire, it’s also a great example of what to avoid. Don’t be surprised if ChatGPT looks to prevent the negative criticism Google has gotten recently for its overcrowded search results pages.

What It Means for Advertisers and B2Bs

If ChatGPT follows through, we’re looking at the first true competitor to Google Ads in nearly two decades. Most search-driven B2B traffic still flows through Google, as our studies show that its top-of-the-page ads and first organic blue links are where trust, authority, and compliance are viewed most strongly. Those patterns don’t change overnight. 

But as AI assistants become default research tools, the opportunity landscape will widen.

What B2Bs should do now:

• Monitor emerging ad pilots within ChatGPT and related platforms.

• Prepare creative and messaging frameworks optimized for conversational AI formats.

• Continue investing in SEO/GEO authoritative content, which will likely serve as the “source material” for generative ad placements.

• Model ROI assumptions carefully: ChatGPT, like Google, will aim to maximize spend, not necessarily efficiency. Ensure you have the right team resources and partnerships to get your money’s worth through this new channel.

The playbook won’t change overnight, but the players are shifting. And ChatGPT’s track record suggests that when it moves, the market follows.

Curious about what’s next in paid advertising? Connect on LinkedIn or subscribe to my Substack!  

Chat-GPT Ads? The Tl;dr

Between the hiring patterns, financial pressure, and Altman’s evolving stance, ChatGPT ads are not a question of “if,” but “when, and how well.”

So, when ChatGPT delivers on its promise of ad experiences within an AI-native environment, it will open an entirely new channel for B2B marketers: one where visibility depends not on keyword bidding, but on contextual intelligence and trustworthiness.

At Saltbox, we’re already preparing for that future where SEO, GEO, and paid AI visibility converge. Drop us a line to talk more!