OpenAI is staffing up to turn ChatGPT into an ad platform
OpenAI’s latest hire hints at a future where advertisers can run campaigns directly in ChatGPT, reaching 700 million weekly active users.
OpenAI is hiring a Growth Paid Marketing Platform Engineer to help develop tools for ad platform integration, campaign management and real-time attribution. The role is part of a new ChatGPT growth team tasked with building the backbone of OpenAI’s in-house paid marketing platform.
OpenAI wants to monetize free users via ChatGPT ads by 2026, according to reports. It seems that OpenAI is now starting to build that ad-buying infrastructure so brands can run campaigns on ChatGPT. That would give advertisers access to a new platform with massive reach (700 million weekly users as of August).
The listing calls for building APIs, data pipelines, and experimentation frameworks to optimize ad spend. According to the job description:
“We are looking for an experienced fullstack engineer to join our new ChatGPT Growth team to build and scale the systems that power OpenAI’s marketing channels and spend efficiency. Your role will include projects such as developing campaign management tools, integrating with major ad platforms, building real-time attribution and reporting pipelines, and enabling experimentation frameworks to optimize our objectives. As we are in the early stages of building this platform, we will rely on you to design and implement foundational MarTech infrastructure that make our marketing investments more effective, measurable, and automated. We value engineers who are impact-driven, autonomous, and adept at turning ambiguous business goals into robust technical systems.”
Dig deeper: My AI marketing team has a professor, a writer and a slick salesperson. Yours can, too.
OpenAI’s ad product could allow brands to input goals and have ChatGPT autonomously plan, buy, and measure campaigns.
Bottom line. Advertisers may soon have to decide whether to invest in ChatGPT as a paid media channel.
A new revenue stream will be good news to funders whose investments in OpenAI give it a nominal valuation of half a trillion dollars. The company has an estimated annual burn rate of $8 billion on expected yearly revenue of $12 billion to $13 billion this year. OpenAI’s finances were in the spotlight earlier this week when chip-maker Nvidia announced it would invest $100 billion in the company, which is also its largest customer.
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About the author
Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.