OpenAI’s ad pilot may be the industry’s latest shiny object. But weeks into the offering going live, it’s unclear if the tech company’s ad platform offers real value to marketers — or whether they’re participating out of of FOMO (fear of missing out).
Live testing of ads in ChatGPT officially kicked off in early February with brands like Williams-Sonoma, Target and The Knot Worldwide. Brands like DSW and BEHR told Digiday about their own pilots, but have yet to point to meaningful returns from the platform’s early ad products.
A spokesperson for The Knot declined to share specifics regarding its pilot and early results. DSW said it was too early to provide findings.
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