OpenAI is launching product carousels for ChatGPT ads, a format that displays multiple products from a single retailer within one ad placement at the bottom of user conversations. The update arrives three months after OpenAI made it easier for e-commerce companies to run ads by enabling automation for bulk creation of product feed campaigns from retailer catalogues. Until now, ChatGPT ads have featured a single product with headline, description, image, and link.
The carousel format mirrors Google Shopping feeds by pulling product information directly from retailer feeds rather than requiring individual ad unit creation. OpenAI's internal systems currently decide whether to serve a single product ad or carousel, rather than advertisers choosing the format themselves. For commerce practitioners, this shift creates a more discoverable, shoppable experience aligned with user expectations from other platforms, and positions ChatGPT as a competitive ad channel heading into peak shopping season.
The timing reflects OpenAI's aggressive ad revenue ambitions, with the company reportedly targeting $2.5 billion in ad revenue for 2026, escalating to over $100 billion by 2030. Q4 represents a critical test period for adoption and advertiser budget allocation in the ChatGPT ad ecosystem.