Should you invest in ChatGPT ads? A guide for B2B marketers

The era of ad-free AI search and assistance is drawing to a close. With OpenAI launching its first foray into on-platform advertising and Google testing similar models, the mechanics of traditional digital marketing are officially asserting themselves in the AI space.

While the prospect of reaching massive, high-intent user bases is a significant milestone, the current structure of these pilots suggests that, for the majority of our B2B clients, the smartest move right now is to remain on the sidelines.

An industry-wide shift: the end of the AI honeymoon

While OpenAI has dominated the headlines this week, they are simply the first to cross the line in a broader industry-wide pivot. Google is following a similar trajectory; as Search Engine Journal reports, the search giant has already begun testing ad placements within its own "AI mode" for search.

This shift indicates that the traditional search engine results page (SERP) is being fundamentally reimagined to include sponsored content directly within AI-generated overviews. For B2B brands, this is a double-edged sword: it offers new ways to appear in high-intent queries, but it also suggests that organic visibility in AI-driven search may soon require a paid component to remain competitive.

The OpenAI rollout: a $200,000 barrier to entry

Focusing on the immediate horizon, OpenAI’s ad beta (expected to go live as early as 6 February 2026) is not starting small. For this initial, tightly controlled phase, the company is requiring a substantial upfront investment. AdWeek reports that the minimum commitment for ChatGPT ads is $200,000, with some retail and streaming brands reportedly asked to commit as much as $250,000 to secure a spot.

This high-barrier entry is paired with a premium pricing model. The Tech Buzz cites an initial target of $60 CPM, positioning ChatGPT’s "Sponsored Suggestions" at the very top of the digital advertising spectrum—roughly three times the cost of typical Meta advertising.

Navigating the new AI user experience

The ads themselves will appear as "Sponsored Suggestions"—links or prompts that sit at the bottom of the chat window when a relevant product or service aligns with the conversation. Initially, these will only be visible to adult users on the Free tier and the new $8/month "Go" plan.

Introducing sponsored content into what have previously been private, consultative conversations is a delicate transition. While Brew Digital is not part of this initial trial period, we would not have recommended participation to our clients regardless. If the experience feels intrusive, the reputational risk for early advertisers could outweigh the benefits of visibility.

The Brew Digital perspective: why we’re holding back

At Brew Digital, our focus is always on delivering tangible, measurable results. While we are keeping a very close watch on this evolution, we are recommending a cautious approach for several key reasons:

• Prohibitive cost vs. unproven ROI: A £160,000 minimum spend is a substantial commitment for an unproven channel that currently lacks deep conversion tracking.

• Targeting uncertainty: Unlike the granular firmographic targeting of LinkedIn, it is not yet clear how effectively these ads can be served specifically to high-value B2B decision-makers.

• Measurement gaps: Advertisers are currently receiving a lean set of performance metrics—largely basic impressions and clicks—rather than the granular, downstream attribution that B2B marketers require for a six-figure spend.

Our recommendation for B2B advertisers

Currently, the AI ad landscape is a "closed shop." Whether it's OpenAI’s enterprise partnerships or Google’s AI mode tests, there is no public "Ads Manager" or self-serve dashboard available for brands to manage their own campaigns independently.

Our advice to our partners is to adopt a wait and see approach. Let the early adopters navigate the initial friction and help these platforms refine their measurement tools. Once these AI environments offer a transparent self-serve portal and a proven track record of B2B conversion, we will be the first to help you explore their potential.