In Paris, growing concerns are emerging over privacy as advertisements and sponsored content begin appearing inside AI chatbot platforms, signaling a major shift in how artificial intelligence services may be monetized.
OpenAI, the developer of ChatGPT, recently started displaying ads in chatbot conversations for free and lower-tier users. The move is seen as part of the company’s effort to balance massive long-term spending commitments with sustainable revenue generation.
The decision quickly drew criticism from rival AI firm Anthropic, which has positioned itself as a company focused heavily on safety and data protection. During last week’s Super Bowl, Anthropic aired an advertisement showing a man seeking advice from a conversational AI, only for the assistant to awkwardly insert promotional content for a dating site into its response.
OpenAI CEO Sam Altman dismissed the ad as “clearly dishonest,” arguing that ChatGPT’s sponsored content does not alter or manipulate the assistant’s responses.
Beyond OpenAI, advertising inside AI tools is already expanding. Microsoft has been running contextual advertisements and sponsored content within its Copilot AI assistant since 2023. AI-powered search engine Perplexity AI has been testing advertisements in the United States since 2024, while Google is experimenting with ads within the AI-generated “overviews” featured in its search results.
However, Google has repeatedly denied plans to place ads inside its Gemini chatbot. Demis Hassabis, head of Google’s DeepMind AI division, has emphasized that advertising in AI systems must be handled cautiously, stressing that trust, privacy, and security are fundamental when users share personal information with AI assistants.
OpenAI has also sought to reassure users, stating that advertisements appear alongside conversations rather than being integrated directly into chatbot replies. The company has further pledged not to sell user data to advertisers.
Despite these assurances, analysts note that AI companies must tread carefully. Nate Elliott, an analyst at Emarketer, said firms worry that introducing ads could alienate users. Yet others argue that free digital services have long relied on advertising models.
Jerome Malzac of AI consultancy Micropole remarked that users are generally aware of the trade-off: when a service is free, advertising often supports it. Many accept this model because they perceive sufficient value in the service.
For advertisers, however, AI chatbots represent a powerful new opportunity. Justin Seibert, head of Direct Online Marketing, described AI-driven advertising as a potential “game changer,” pointing to strong conversion rates from users arriving through ChatGPT and other large language models.
Analysts at HSBC estimate that AI assistants could account for up to two percent of the global online advertising market by 2030.
Major brands are already investing in visibility within AI platforms. US retail giant Target and software company Adobe are among those adapting their strategies.
Beyond traditional ads, companies are increasingly focusing on ensuring their products appear in chatbots’ organic responses — a practice known as Generative Engine Optimisation (GEO). This strategy evolves from Search Engine Optimisation (SEO), which dominated the web during Google’s rise.
Joan Burkovic, head of French GEO startup GetMint, said her company has identified dozens of content guidelines to increase the likelihood that AI systems will reference and prioritize certain information. The firm already claims clients including fashion brand Lacoste.
Experts suggest tactics such as referencing scientific research, structuring website content clearly, adding FAQ sections, and regularly updating information to improve visibility in AI-generated responses.
As AI assistants increasingly influence how users access information online, the stakes are rising for brands. According to Malzac, if a company is not referenced by AI systems, it risks becoming effectively invisible to a growing segment of users.
The evolution of AI-driven advertising may reshape not only digital marketing strategies but also the broader relationship between users, privacy, and the platforms they rely on daily.
