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AdRoll, an AI-powered multi-channel advertising platform, has announced a new ChatGPT advertising pilot for select AdRoll and AdRoll ABM customers.
The pilot gives SMB, mid-market and B2B advertisers an early opportunity to test sponsored placements within ChatGPT and evaluate how conversational AI advertising can complement their existing marketing strategies.
Advertising During AI-Assisted Discovery
As generative AI changes how consumers and business buyers research products, compare solutions and discover brands, conversational AI is emerging as a new environment for marketers.
AdRoll’s pilot is designed to help advertisers understand where ChatGPT advertising fits within the broader customer journey, particularly during the middle stages of research and consideration, rather than treating AI advertising as an isolated media channel.
“Conversational AI platforms are creating an entirely new environment that enable marketers to participate in the moments when options are being discovered, preferences are being formed, and decisions are taking shape,” said Vibhor Kapoor, CEO of AdRoll.
How ChatGPT Ads Work
According to AdRoll, sponsored placements in ChatGPT can appear below the end of a response when contextually appropriate or based on a user’s experience within ChatGPT.
The company emphasized that advertisements remain separate from ChatGPT’s responses and do not influence the answers generated by the AI.
AdRoll says the approach aligns with the principles of maintaining an independent conversational experience while giving advertisers access to emerging moments of product discovery and consideration.
Helping Advertisers Test a New Channel
The pilot is intended to make experimentation with conversational AI advertising more accessible to smaller and mid-sized advertisers that may not have the resources or specialized expertise to independently evaluate emerging channels.
Participating customers will receive campaign expertise and support from AdRoll as they assess the impact of ChatGPT advertising across different marketing objectives.
Hans Fischmann, Vice President of Product at AdRoll, said the company is seeing early indications of ChatGPT’s potential across both awareness and performance goals.
Part of AdRoll’s Broader AI Strategy
The ChatGPT pilot builds on AdRoll’s broader investment in an AI-focused, multichannel advertising platform.
The company has expanded into channels such as connected TV and digital out-of-home, while also introducing Model Context Protocol (MCP) integrations that connect AdRoll and AdRoll ABM with AI assistants and agentic workflows.
AdRoll is also investing in privacy-forward measurement as traditional cookies and browser-based tracking become increasingly unreliable.
The new pilot reflects a broader shift in digital advertising toward environments where AI increasingly influences how customers discover options, evaluate brands and make purchasing decisions.
