ChatGPT Ads got brands to bite. Now comes the hard part.

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More than 100,000 advertisers have tested ChatGPT Ads. OpenAI's ad business now has a new task: keeping them hooked.

OpenAI has enticed more than 100,000 advertisers to test its ad platform. Now comes the hard part: moving out of the "experimental" bucket and becoming a permanent fixture in media plans. To do so, OpenAI will need to demonstrate that its ads are moving the needle on hard business metrics. In my conversations with CMOs and data wonks, the verdict so far is — mixed. "We've dabbled in it," Twilio CMO Chris Koehler told me. Intuit is "experimenting," per its CMO Thomas Ranese. One big problem: effectiveness.

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