AI Advertising

Yes — Morris McLane runs it for you. We manage the channel end to end: strategy, creative, setup, launch, optimisation and measurement, as one part of a connected paid-media programme spanning search, social, programmatic, connected TV and audio. We buy through a demand-side platform we operate directly, with no reseller layer between strategy and execution, so AI-assistant placement is planned and measured alongside every other channel rather than in a standalone account. The first step is a short conversation to confirm a brief is eligible under the platforms' current category rules.

Yes, by two routes. OpenAI now offers a self-serve Ads Manager, currently centred on US advertisers, with an approval process and restrictions on categories and placements. Alternatively, ads can be bought programmatically through demand-side platforms with access to ChatGPT inventory — the route we operate, which plans and measures the placement alongside display, video, connected TV and audio in one programme.

Through the demand-side platform we operate directly — the same one behind our wider programmatic, connected-TV and audio work. Buying through the DSP rather than a standalone self-serve account means one media plan, one measurement frame and one report across every channel, with our own tracking layered over the platform's still-young native reporting. The first step is a short conversation to confirm eligibility and design the flight.

You can absolutely open OpenAI's Ads Manager yourself, and for a single US brand testing the surface that's a reasonable start. A managed programme earns its keep when ChatGPT is one line on a bigger plan: buying for multiple client brands, coordinating AI-assistant placement with programmatic, CTV and audio, layering proper measurement over thin native reporting, and pairing paid placement with the organic AI-visibility work that keeps paying after the spend stops.

People increasingly turn to AI assistants to research products, compare options and ask for recommendations. ChatGPT alone reports hundreds of millions of weekly users. That puts a brand in front of intent inside the decision-making journey, often before anyone reaches a website.

Ads can appear below the end of a response, selected for relevance to the conversation. They're clearly labelled as sponsored and visually separated from ChatGPT's own answer — present, but never disguised as the assistant's response.

Placements are chosen from the context of what people are asking and exploring — what they're researching, comparing or weighing up — rather than traditional audience or demographic targeting. The brand appears while the person is actively in the decision, not at random.

The channel currently suits industries with fewer regulatory restrictions: retail, e-commerce, CPG, travel, education and B2B. Some regulated sectors — including finance, healthcare, legal and political — are restricted or unavailable under OpenAI's and the platforms' current guidelines; we'll tell you up front whether a brief is eligible.

It depends on the route. OpenAI's self-serve programme is currently centred on the United States, while DSP access has covered ChatGPT users in additional English-speaking markets including Canada, Australia and New Zealand. The footprint is expanding as the channel matures, so coverage is confirmed per brief rather than assumed.