OpenAI just announced that its advertising business has reached a $1 billion annualized revenue run rate less than 200 days after launch. That number is impressive. But for marketers, I don’t think the revenue number is actually the most important part of the story.
The bigger story is where those advertising dollars are going.
They’re going into conversations.
And that represents a fundamental change in how brands are discovered, evaluated and ultimately chosen.
For the last 20+ years, digital marketing has largely been built around a familiar model:
Someone searches.
Google returns links.
Brands compete for organic rankings and paid placement.
Consumers click.
They land on a website.
And marketers attempt to move them through a funnel.
AI is beginning to compress that entire journey.
The Conversation Is Becoming the Funnel
People aren’t simply asking ChatGPT to find websites.
They’re asking questions like:
What’s the best CRM for a 50-person company?
Which SUV should I buy if I have three kids and two dogs?
What software would help my marketing team automate reporting?
Which consulting firms specialize in AI transformation?
What should I consider before choosing one?
Then they ask another question.
And another.
They compare options. They eliminate choices. They refine their criteria.
By the time they visit a company’s website, a meaningful part of the decision-making process may have already happened.
That’s why OpenAI’s advertising announcement matters.
Advertising is now entering the same conversational environment where discovery and evaluation are already taking place.
OpenAI describes ChatGPT as a place where people “explore options, compare choices, and make decisions.” Its advertising platform is explicitly being built around reaching consumers during those moments of intent.
That’s very different from buying a keyword.
It’s closer to buying access to a decision moment.
Paid Visibility and AI Visibility Are About to Collide
This creates an interesting challenge for marketers.
Because there are now potentially two ways a brand can appear inside an AI conversation.
The AI can surface the brand organically as part of its answer.
Or an advertiser can pay to appear alongside that conversation.
Those are not the same thing.
OpenAI has been explicit that advertising does not influence ChatGPT’s answers and that ads are clearly labeled and separate from responses.
That separation is important.
But from the marketer’s perspective, it creates something we haven’t really had before: organic AI visibility and paid AI visibility operating inside the same conversational experience.
We’ve seen this movie before.
Search engines eventually created entire disciplines around SEO and paid search.
Social platforms created organic social and paid social.
AI platforms may now be creating the next version of that ecosystem.
Except there’s an important difference.
Search was primarily organized around keywords.
AI conversations are organized around context, intent and questions.
And that changes what marketers need to optimize.
This Is Why GEO Is Bigger Than “SEO for AI”
I’ve been saying for some time that Generative Engine Optimization (GEO) shouldn’t simply be treated as the next version of SEO.
This development makes that distinction even more important.
The question isn’t merely: Does ChatGPT know my brand exists?
The better questions are:
- Does my brand appear when someone is first exploring a category?
- Does it survive when the user narrows the criteria?
- Does AI understand what differentiates us?
- Does it cite or recommend competitors instead?
- Does our brand remain visible as the conversation moves from awareness to consideration to evaluation?
We call this the GEO Conversation Chain™.
Because AI discovery rarely happens in a single prompt. The conversation evolves. And your brand can be present at the beginning of that conversation and disappear three questions later.
That’s the visibility problem marketers need to understand.
Now add advertising to that environment.
Suddenly marketers need to understand not only where they disappear organically, but where paid visibility could complement, or potentially compensate for, those gaps.
That’s a much more sophisticated media and visibility strategy than simply bidding on keywords.
Don’t Move Your Search Budget to ChatGPT Yet
There’s going to be a temptation to treat this as another media channel.
I think that’s premature.
ChatGPT Ads may be growing extraordinarily quickly, but the advertising ecosystem is still young. Measurement, formats, targeting, attribution and consumer behavior will continue to evolve.
And marketers shouldn’t assume that a dollar moved from Google automatically becomes a dollar well spent inside an AI platform.
The smarter move right now is experimentation.
Create a controlled budget.
Identify high-intent conversational contexts relevant to your category.
Understand what questions customers are asking.
Measure what happens.
And most importantly, compare paid visibility with your organic AI visibility.
Because paying to appear in an AI conversation without understanding how AI already perceives your brand is putting the cart before the horse.
There’s Also a Governance Question
This development isn’t only about media.
It’s about governance.
As AI platforms become discovery engines, recommendation engines and advertising platforms simultaneously, organizations will need clearer policies around how they participate.
- Who owns AI advertising? Paid media? Search? Brand? Digital? AI strategy?
- Who determines which conversational contexts a brand should, or should not, appear alongside?
- Who monitors brand safety?
- Who evaluates how paid placement interacts with organic AI recommendations?
- Who measures the results?
These questions don’t fit neatly inside the organizational structures most marketing departments have today.
And that’s becoming a recurring theme with AI.
The technology isn’t simply adding another tool.
It’s exposing places where the way we’ve organized marketing no longer matches the way customers actually behave.
The Marketing Operating Model Is Changing
OpenAI reaching a $1 billion advertising run rate is certainly a milestone for OpenAI.
But I think it’s an even bigger signal for marketers.
AI platforms are evolving from tools people use to generate information into environments where consumers discover brands, evaluate options and increasingly make purchasing decisions.
Advertising was almost inevitably going to follow.
The question now isn’t whether marketers should “do ChatGPT ads.”
That’s too tactical.
The real question is: How does your brand compete when discovery, recommendation, evaluation and paid media increasingly happen inside the same conversation?
That’s the question marketing leaders should be asking now.
Because the future of digital marketing may not be another search results page.
It most likely a conversation.
Remember, AI won’t take your job. Someone who knows how to use AI will. Upskilling your team today, ensures success tomorrow. Custom in-person and virtual trainings are available. If you’re looking for something more top-level to jump start your team’s interest in AI, we offer one-hour Lunch-and-Learns. If you’re planning your next company offsite, our half-day workshops are as fun as they are informational. And, of course, we offer AI consulting and GEO strategies. Whatever your needs, we are your partner in AI success.
AI Governance Is Becoming a Reputation Issue. Where Are Communications Leaders?
AI governance shapes more than compliance. Katherine Morales, APR explains why communications leaders must help protect trust, credibility and reputation.
Stop Building AI Agents Until You Understand the Work
Everyone wants an AI agent. But automating a workflow you don’t fully understand can simply make a bad process faster. Before organizations deploy agents, they need to determine what should remain human, where AI should assist, what should be automated, and how teams will actually work inside the new system.
65% of Employees Want to Roll Back Workplace AI. The Tech Isn’t the Real Problem.
Employees are adopting AI faster than companies can adapt. Learn why AI change management, workflow redesign, governance and training must come next.
Astra, Fable and the New AI Models Are Changing What Counts as AI Work
GPT-6 Astra and Claude Fable 5.1 are moving AI beyond content generation toward completing complex, multistep workflows.
Your AI Policy Is Just the Beginning. Now, Design How Work Gets Done.
AI governance goes beyond policies. Learn how teams can embed governance into Human + AI workflows through dialogue and intentional decisions.
BREAKING NEWS: NVIDIA to Acquire Hugging Face. What This Means for Marketers
NVIDIA’s acquisition of Hugging Face signals a more open, specialized and complex AI ecosystem. Here is what marketing leaders should understand about model choice, personalization, costs, vendor dependence and governance.
The AI Gender Gap May Start With How We Define AI Talent
Women remain underrepresented in AI. But closing the AI gender gap also means expanding who gets to shape how AI transforms work.
Top 10 Things Your AI Policy Should Include
An effective AI policy should help employees make sound decisions when AI shows up in real work. Here are 10 areas organizations should address—from tools and data to AI agents, transparency, records and human accountability.
Buying AI Technology Is Easy. Changing How People Work Is Harder.
Companies have spent years buying AI tools and teaching employees how to use them. But access isn’t transformation. The next phase of enterprise AI requires redesigning the work itself — turning individual AI experiments into repeatable workflows, shared organizational capability and smarter Human + AI collaboration.
The Emerging AI Data Custody Problem: Why an AI Policy Isn’t Enough
Every time an employee uploads a document, analyzes data or asks AI to improve a draft, organizational information moves into an AI system. The question isn’t simply whether employees can use AI. It’s who has custody of that information, what happens to it next, and whether your governance practices follow the work.
Why Most GEO Strategies Fail: Your Content Isn’t Built for the Conversation
Your company may not need more content. It may need better-connected content. Learn why conversation gaps cause brands to disappear as customers move through the GEO Conversation Chain™.
AI Governance Cannot Stand Still When AI Doesn’t
AI is changing faster than most organizational policies. As new models, AI agents, disclosure requirements and regulations emerge, organizations need to move beyond static AI policies toward a living governance practice that evolves with the technology and the work.
Stop Optimizing for One Answer: Own The GEO Conversation Chain™
Your customers aren’t asking AI one question. They’re moving through a chain of prompts, comparisons, objections and decisions. The brands that win won’t simply appear in the first answer. They’ll remain useful throughout the GEO Conversation Chain™.