Hey {{first_name}},
We all knew it was coming… OpenAI has announced it will start testing ads in ChatGPT.
It’s aimed at the Free and new Go tiers.
The premium tiers (Plus, Pro, Business, Enterprise) stay ad-free.
OpenAI says ads will appear at the bottom of answers, clearly labelled as sponsored… and based on the context of your conversation.
Here’s my prediction…
Reach will be low
Cost per click will be high
Conversion rates will be high
Why?
Because this is about as close as you get to purchase intent.
People open ChatGPT to solve something, with context.
They do something like this:
“I’ve got a half-marathon in 10 weeks, my knees hurt, I overpronate, and I don’t want to waste money. What should I buy?”
Historically, that person would have typed this into Google:
“Best running shoe for overpronation”
Then it would have been shopping ads… then articles… opening 14 tabs… and doing the research yourself.
In ChatGPT, they give a more complete brief:
the problem
the constraints
the fears
the deadline
Then they ask ChatGPT to do the research and just tell them what to do.
Way less research friction and decision fatigue.
And possibly the scariest part…
People trust ChatGPT.
A lot.
So the best ads won’t be the ones with the prettiest ad creative.
They’ll be the useful ones that match the intent.
The ones that match what the person is trying to achieve in that chat.
Tomorrow, I’ll share a resource that helps you start identifying these high-intent “moments”.
Chat soon,
Peter
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