Google and OpenAI executives just sketched out their advertising futures — and they look very different
The next phase of digital advertising won’t be fought on the search results page alone. It’s shaping up inside AI chat interfaces and predictive commerce engines. This week, both OpenAI and Google offered new details about how they plan to integrate advertising into their AI experiences — and the contrast is revealing.
Here’s what marketers need to understand.
OpenAI’s approach: Ads that feel like answers
On the OpenAI podcast, OpenAI executive Assad Awan shared new specifics about how ads could work inside ChatGPT. The company is clearly trying to avoid the mistakes of early display advertising. The key principle: ads should feel like useful extensions of a conversation, not interruptions.
Instead of traditional banner placements or obvious sponsored blocks, Awan described a model where ads appear as clearly labeled sponsored responses that are contextually relevant to a user’s query. If someone asks for recommendations for accounting software or running shoes, for example, an advertiser could appear within the response — but in a way that mirrors the assistant’s tone and structure.
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Awan emphasized three guardrails:
- Clear labeling so users understand what is sponsored.
- Relevance based on the user’s current query.
- No use of private conversations to target ads.
In other words, OpenAI is attempting to design conversational ads rather than digital billboards.
The broader implication is significant. If ChatGPT becomes a primary discovery interface, ads won’t compete for pixel space. They’ll compete for trust within an answer. That raises a new optimization question: How do you create sponsored content that feels genuinely helpful inside an AI-generated response?
Google’s approach: AI everywhere, but commerce first
Google, meanwhile, laid out its 2026 roadmap for digital advertising and commerce — and it’s doubling down on AI integration across its entire ad stack.
In her third annual letter, Vidhya Srinivasan, Google’s VP and GM of Ads and Commerce, outlined how Search, YouTube, and its shopping infrastructure are being rebuilt for the agentic era — where AI doesn’t just surface information but actively assists, recommends and completes transactions.
Srinivasan previewed deeper use of AI in campaign automation, predictive audience targeting and creative generation. Performance Max continues to evolve toward more autonomous execution, with AI deciding where and how to allocate budget across search, YouTube, Shopping and display.
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But the bigger signal is commerce.
Google is leaning heavily into product discovery that blends AI Overviews, Shopping ads and merchant data feeds. Expect more AI-generated summaries, personalized product recommendations and shoppable experiences embedded directly into search and YouTube.
In other words, Google’s strategy keeps ads anchored in its existing ecosystem — but makes AI the optimization engine under the hood.
Two models, two philosophies
OpenAI is experimenting with native conversational placements inside a chat interface. Google is layering AI into an already mature ad infrastructure.
OpenAI’s challenge will be monetization without eroding trust. If ChatGPT ads feel too invasive or too frequent, users may recoil. If they feel useful and transparent, they could become a powerful new performance channel.
Google’s challenge is different. With AI Overviews already driving zero-click searches, advertisers are asking how visibility and attribution will work in a world where fewer users click through to websites. Google’s answer appears to be tighter integration between AI results and commerce units — keeping transactions within its ecosystem.
What changes for brands
For marketers, this signals a structural shift.
First, creative strategy must adapt to conversational environments. Ads may need to read more like expert recommendations than promotional copy.
Second, first-party data and structured product feeds become even more important. AI systems rely on high-quality inputs. Brands that supply rich, clean and comprehensive data will be better positioned to appear in AI-generated responses.
Third, measurement models will evolve. As AI mediates discovery, attribution becomes more complex. Expect increased reliance on modeled conversions and AI-driven performance reporting.
The bigger question: Who owns discovery?
If AI assistants become the first stop for research and shopping, the interface itself becomes the most valuable real estate in advertising. OpenAI and Google are both positioning themselves as that interface — but with different economic models.
Google has decades of advertising infrastructure and revenue dependence. OpenAI is newer to the space and has to balance monetization with maintaining credibility in an assistant that many users see as neutral.
For marketers, the takeaway is not to pick sides yet. It’s to prepare for both.
- Optimize for structured data.
- Invest in original, authoritative content.
- Design creative that can function inside AI-generated summaries.
And monitor how labeling, placement and targeting evolve in conversational environments.
The era of ten blue links is fading. The era of AI-mediated discovery is accelerating. And both Google and OpenAI want to own the ad layer inside it.
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