Author: Kimeko McCoy

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OpenAI’s ad playbook may leave some marketers with whiplash given its pacing. In the last month, the platform has struck deals with ad tech partners like Criteo and Smartly, hired former Meta exec Dave Dugan to oversee its ad business, launched a self-serve manager in testing, rolled out pixels to track ad conversion — and now, its ads are getting cheaper.

That’s a lot for a company that only launched an ads business two months ago. The breakneck clip at which OpenAI is moving begs the question: Is OpenAI moving too fast with their ads? 

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This is an excerpt from our Digiday+ Research report “The marketer’s guide to AI applications, agentic AI, AI search and GEO/AEO in 2026,” which explores how marketers are navigating the opportunities and challenges AI brings as it becomes an indispensable part of marketing. The report is based on a survey of 142 brand and agency professionals, as well as individual interviews with marketing and technology executives responsible for AI investments and applications development.

Entering 2026, AI tools that were considered cutting edge only a year ago are now embedded across workflows for brands and agencies. Yet this rapid evolution has also brought new challenges, including how to best integrate AI into internal workflows and the complexity around agentic AI.

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