OpenAI will begin testing a new visual ad format in ChatGPT later this month in the US, with labeled ads appearing during image generation and kept separate from the image being created, the company said Monday.

The initial test will include a group of advertisers, Microsoft (MSFT)-backed OpenAI said, adding that advertising does not influence ChatGPT's answers.

The company also expanded ChatGPT Ads measurement tools, adding integrations with Hightouch, Tealium and LiveRamp and support for more attribution partners, including AppsFlyer, Triple Whale and Adjust.

OpenAI is developing brand suitability pilots with DoubleVerify and Integral Ad Science and has made Negative Phrases available to qualifying advertisers.

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