OpenAI’s move to test advertising in ChatGPT for free and lower-tier users signals a significant turning point for marketers exploring AI-led environments. Unlike social media feeds or search engines, ChatGPT operates as a conversational guide, offering tailored responses to users actively seeking advice, information and solutions. That creates a rare opportunity for brands to appear at moments of genuine intent, when discovery can feel timely and relevant rather than interruptive.
Yet the opportunity comes with clear risks. ChatGPT has built its reputation on neutrality and reliability, and any perception that commercial influence could shape responses may quickly undermine user trust. Early indications suggest that ad placements outside the core answers could provide visibility without disrupting credibility, but industry observers say success will depend heavily on restraint, contextual relevance and thoughtful execution.
In this setting, tone and usefulness are likely to matter more than scale. Assistant-led platforms demand messaging that supports the user’s task rather than competes with it, forcing brands to balance early-mover advantage with the long-term value of trust.
Beyond Visibility: The Trust Equation
Industry players note that visibility alone does not guarantee effectiveness, and that maintaining trust depends on how well advertising aligns with user needs.
Adityan Kayalakal, Vice President – Brand at Pocket FM, offered practical guidance on placement, explaining why ads outside the answer content preserve trust while still providing commercial opportunities“If I could not possibly research it, it will give me some information, but they are going to have a sponsored listing at the end of the results. That is the most interesting place for them as well, where you can potentially purchase a product or go to a sponsored link of sorts and things like that.”
On this note, Nisha Sampath, Managing Partner at Bright Angles Consulting, explained how even minor disruptions can affect user experience, “Like Google Search ads, these ads monetise high intent. In both cases, the association of the brand with the search result does not necessarily increase credibility. But it is the contextuality that increases the perceived relevance and utility of these ads, and is more likely to lead to clicks, in a high-trust environment.”
Meanwhile, Harish Bijoor, Founder of Harish Bijoor Consults, stressed the broader perception risks for ad-supported platforms. He explained that even if the content itself remains impartial, users tend to view advertising-led portals as less credible, “The moment advertising comes into play, it significantly alters the equation of what is read as credible information coming back to the consumer. Consumers must pay for ChatGPT. If consumers are not willing to pay, then ChatGPT would go to advertisers and advertisers pay. Even if it does not change, people tend to view advertising-led portals to be that much less credible than non-advertising-led portals.”
Similarly, Samit Sinha, Founder and Managing Partner at Alchemist Brand Consulting, pointed out that AI platforms carry heightened trust expectations because they are perceived as human-like guides.
He emphasised that any compromise in neutrality could have reputational consequences for both the AI and the brand, “It is important to keep in mind that brand communication will work differently on AI platforms like ChatGPT which is seen as a human-like guide. In such cases, standards of trust are higher, and also more fragile. If neutrality becomes a question mark in this environment, then brands too will be questioned, because they are a part of it.”
Balancing Visibility and Credibility
Experts agreed that careful ad positioning and frequency are key to maintaining trust. On this point, Sampath explained that brands who adopt a restrained approach can engage effectively without undermining credibility, “Restraint can pay off in every way, including a ‘wait and watch’ strategy to learn from the brands who jump in early. Brands who do choose to advertise must be aware that this is a very intimate user environment and should avoid bombarding with ads. Appearing rarely, selectively, and in the right context can help brands to strengthen trust.”
Furthermore, Sinha highlighted that relevance is critical for engagement. He clarified that messages delivered to users already engaged with a topic are more likely to succeed without damaging credibility, “Because these messages will be delivered to the right person, at the right time, and in the right context, namely to consumers who are actively engaged with a relevant topic, their effectiveness is likely to increase significantly in terms of engagement and response.”
In addition, Bijoor reinforced the need for brand safety, noting that contextually relevant ad placement is essential to maintain credibility.
“Eventually, the challenges for these guys will be brand safety and the context in which your ads are appearing. Those are going to be the immediate challenges to answer at this point of time,” he added.
ROI, Measurement, and Long-Term Considerations
Experts noted that measurable outcomes are critical to adoption. Meanwhile, Sinha highlighted that AI companies’ analytics capabilities can help brands track engagement and assess ROI, “The AI companies have deep pockets. They can solve the analytics issues and make adoption easier.”
Furthermore, Kayalakal stressed that ROI is the ultimate driver of willingness to invest, particularly when ad-supported platforms are new, “The answer for any ad spend is ROI. Eventually the ad solution will become as ubiquitous as Google search.”
Similarly, Sampath underlined that careful monitoring of frequency and context preserves trust, “Appearing rarely and in the right context helps strengthen trust.”
In addition, Sinha pointed out that research-based evaluation is essential to determine long-term brand impact, “You run campaigns and test parameters like brand salience and likeability before and after. Only then can you gauge whether the celebrity has shifted perception in a lasting way.”
Tone, Messaging, and User Perception
Experts emphasised that messaging must respect ChatGPT’s problem-solving environment. On this note, Sampath explained that ads need to be informative and useful, rather than transactional or story-driven like social media ads, “Ads cannot be as transactional as traditional search ads, nor as oriented to storytelling as social ads. They need to be more useful, information-driven.”
Similarly, Sinha reminded that branding is cumulative, shaped by every consumer touchpoint across interactions, “Branding is the cumulative impression created by the totality of consumer experiences across every touchpoint.”
Furthermore, Kayalakal highlighted that non-disruptive messaging helps maintain both utility and trust, “As long as it does not affect the editorial template, the utility is so much higher than the problem brought about by ads.”
In addition, Bijoor emphasised the importance of human support in managing campaigns effectively, “I would not be comfortable if I do not have somebody I can talk to. Support is huge for big ad spends.”
Neutrality, Trust, and Long-Term Implications
Experts warned that credibility remains fragile. Meanwhile, Sampath highlighted that excessive ad exposure could erode trust and advised brands to limit frequency, “Brands must be aware that this is a very intimate user environment and should avoid bombarding with ads.”
Similarly, Sinha explained that brands share responsibility for maintaining trust if neutrality is questioned, “Standards of trust are higher. If neutrality becomes a question mark, then brands too will be questioned because they are a part of it.”
Furthermore, Kayalakal emphasised that iterative testing and monitoring are key before full adoption, “It is going to be interesting to see how they allow you to embed ads. Testing some of this out before you wholeheartedly commit makes sense.”
In addition, Bijoor reinforced that credibility must guide ad strategy: “The moment advertising comes into play, it significantly alters the equation of what is read as credible information coming back to the consumer.”
Advertising on AI platforms presents a rare opportunity to reach users at moments of high intent and deep engagement. However, visibility alone is not enough. The long term success of advertising in this space depends on whether brands can add value without disrupting the experience users trust. Relevance, restraint, and thoughtful placement will play a far bigger role than scale or frequency.
As AI tools become more embedded in everyday decision making, the standards of credibility will only rise. Brands that approach this environment with sensitivity, clear usefulness, and careful measurement are more likely to build lasting impact. Those that treat it like just another ad channel risk weakening both user trust and their own brand equity over time.
