OpenAI has quietly initiated a pilot program to introduce advertising to ChatGPT, a move anticipated as a major industry shift since Netflix launched its ad-supported tier. However, the rollout has been significantly slower than expected. The trial, which began on February 9 and was originally scheduled to conclude at the end of March, has seen minimal spend from participating brands despite commitments of at least $200,000 each. This cautious pace has left many advertisers questioning when the platform will fully monetize their budgets. Phillip Thune, CEO of Adthena, noted the confusion among agencies, while Will Swayne from Dentsu reported increasing ad volume week over week and expressed satisfaction with early performance signals. Swayne emphasized that agencies are now seeking more customization options for the ads. Currently, the advertisements visible to users are subtle, formatted as clearly labeled cards with "sponsored" tags. For instance, a user searching for smartphone comparisons might see an ad from Best Buy, while someone inquiring about weekend trips could encounter an Expedia promotion. Data from Sensor Tower indicates that over 100 brands have tested the platform, with 44% being retail companies. The technical infrastructure provided to advertisers differs sharply from established ad platforms. OpenAI currently distributes weekly performance reports in CSV files, offering no login access or real-time data analytics. A limited self-service portal is being tested for future expansion, according to an OpenAI spokesperson. Despite the limited tools, participating companies remain optimistic about the potential for user engagement. Best Buy, a pilot participant, highlighted the opportunity to enhance the shopping experience during a recent earnings call. Similarly, Target reported that traffic from ChatGPT to its website has grown by an average of 40% monthly. Jill Pavlovich of Albertsons described the platform as a valuable space for providing helpful content rather than relying on traditional interruptive advertising, noting that users are actively planning their lives and asking specific questions. While some advertisers urge OpenAI to accelerate the process, the company's deliberate approach appears driven by reputational concerns. As OpenAI navigates backlash regarding government contracts, it has stressed that advertising will not compromise its core values or influence organic search results. The company maintains that ChatGPT is a trusted and personal environment, necessitating a careful scaling strategy. This subdued launch stands in contrast to predictions made by OpenAI CEO Sam Altman, who previously suggested that artificial intelligence would automate 95% of advertising tasks. For now, the integration of ads into the ecosystem remains in its tentative early stages.