OpenAI’s plan for ChatGPT ads starts with brands, not agencies 

The agency whisper network has done more to brief marketers on advertising inside OpenAI’s ChatGPT than the company’s own ads team – a sharp bit of irony for a platform built to have all the answers.

Since the ad push started last month, Digiday has contacted more than 23 agencies. Most said what they knew about the fledgling ads business came via leaks, gossip or reporting, not OpenAI. The few who were aware of the pitch said they heard it from clients as OpenAI has been approaching brands directly. 

Adthena, for example, whose 400-strong client roster includes a number of household names, such as The Home Depot, Dell and Inspire Brands, has noticed the caliber of brands OpenAI has targeted. 

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