Adobe partners with OpenAI to test ads in ChatGPT

As people increasingly turn to large language models (LLMs) such as ChatGPT for information, inspiration and purchase decisions, marketers must evolve their strategy to drive visibility, customer engagement and conversions. This shift demands new approaches to how brands create, activate and measure their ads, and Adobe is a leader in that transformation.

That’s why we’re excited to announce that Adobe is expanding its partnership with OpenAI as a pilot partner in the Ad Pilot Program, now testing with logged in users 18 years and older in the U.S. on the free and Go tiers.

This announcement builds on our ongoing partnership with OpenAI, where we recently introduced Adobe Photoshop, Adobe Express and Acrobat Apps for ChatGPT, bringing our creative and productivity apps to the platform’s 800 million weekly users.

Testing ads in ChatGPT

Adobe empowers marketing professionals with AI-driven Customer Experience Orchestration to create, deliver and optimize personalized digital experiences. As a pilot program partner testing ads in ChatGPT, Adobe is working closely with OpenAI to explore how advertising can be thoughtfully integrated into ChatGPT to deliver meaningful brand visibility and customer engagement, leveraging the marketing insights and expertise for our global customers navigating this changing landscape.

"We believe ads play an important role in continuing to support broad access to AI,” said Asad Awan, Ads and Monetization lead at OpenAI. "By working closely with partners like Adobe in this pilot, we’re able to thoughtfully test new ad experiences and learn together to ensure ads are separate and clearly distinct, relevant, and useful while maintaining the trust people place in ChatGPT."

As part of the pilot program, Adobe will run ads for Acrobat Studio and Adobe Firefly, in partnership with our agency, WPP Plc. Acrobat Studio brings together the conversational consumption and comprehension capabilities of AI Assistant and PDF Spaces with the generative creation power of Express, alongside the PDF tools people know and rely on, into a unified offering. Adobe Firefly is our go-to destination for creators’ workflows, supporting their end-to-end, ideation-to-creation process. The pilot will help us better understand how ads can provide helpful, relevant experiences, while maintaining the trust users place in ChatGPT responses and OpenAI’s privacy framework.

Empowering marketers with AI-driven Customer Experience Orchestration

Adobe is a leader in Customer Experience Orchestration in the agentic AI era with comprehensive solutions spanning brand visibility, content supply chain and customer engagement. In generative AI platforms like ChatGPT, where relevance and context are paramount, the ability to rapidly generate and optimize creative variations becomes even more critical. Adobe GenStudio for Performance Marketing addresses this challenge by powering the end-to-end content supply chain with generative AI. It enables marketers to create, assemble, activate, and optimize on-brand content across paid and owned channels from a single, integrated solution.

As AI platforms become a new interface between customers and brands, visibility is also essential. We remain deeply committed to ensuring our customers maintain brand presence, discoverability and trust.

We’re backing this commitment with technology like Adobe LLM Optimizer, which helps brands control how their content is cited and surfaced in AI-driven search results. And once we complete our acquisition of Semrush, which remains subject to regulatory approvals and other customary closing conditions, we will deliver a solution that gives marketers a holistic understanding of how their brands appear across owned channels, LLMs, traditional search and the wider web.

The future of marketing is now

Our early participation reflects our belief that the future of marketing will be built at the intersection of creativity, data and AI-powered experiences.

As conversational AI continues to redefine how people discover and engage with brands, we remain committed to helping marketers navigate this shift effectively and orchestrate exceptional, personalized experiences across every touchpoint at global scale.