OpenAI pitches ChatGPT ad platform to marketers in Cannes

By the Editorial Team · Wednesday, June 24, 2026

OpenAI is debuting its ChatGPT advertising platform and Codex programming tool at the Cannes Lions conference as it seeks to establish advertising as a major revenue source ahead of a planned IPO. This move aims to support broader access to AI services by subsidizing free and low-cost offerings, positioning OpenAI to compete with established digital ad players like Google and rival AI firms such as Anthropic.

OpenAI is making its first appearance at the Cannes Lions advertising conference this week, presenting its emerging ChatGPT ad platform and Codex programming tool to marketers and agencies as part of its strategy to build a new revenue stream ahead of an anticipated initial public offering. The AI company, which reported significant losses last year with expenditures reportedly reaching $3.4 billion, is seeking to challenge established players like Google in the digital advertising space.

At the event held in the south of France, OpenAI’s global advertising head, Dave Dugan, a former Meta executive, described the company’s offerings as “something brand new to the market.” He emphasized OpenAI’s commitment to advertising as a sustainable source of revenue to support broader access to its AI technologies. According to Dugan, revenue generated from advertising will help subsidize and expand information access for users, many of whom currently use ChatGPT’s free or lower-cost services.

OpenAI has been gradually rolling out ads since February across seven markets, with ads currently displayed only to users of the free ChatGPT service and the $8-per-month ChatGPT Go subscription. The company insists that advertisements are clearly labeled as sponsored content and do not influence the chatbot’s responses. Meanwhile, OpenAI has also showcased its Codex tool at Cannes, demonstrating how the AI can write code and create software applications based on simple user instructions. The company indicated that Codex could be used by brands to develop apps for their own advertising campaigns but downplayed any notion of replacing traditional advertising agency roles.

The push into advertising comes as OpenAI prepares an overhaul of ChatGPT and shifts focus towards attracting corporate customers. This move is also viewed as part of OpenAI’s effort to compete with Anthropic, another AI firm that recently surpassed OpenAI in private valuation and is also expected to go public this year. Both companies are projected to list with valuations exceeding $1 trillion.

While OpenAI has reportedly suggested to investors that it aims to grow its advertising business to $100 billion by 2030, it has not publicly confirmed this target. Some advertising executives remain cautious about the company’s ability to achieve such rapid growth, noting that more innovative strategies may be required to entice brand advertisers. This skepticism follows a competitive dynamic highlighted earlier this year when Anthropic ran Super Bowl commercials mocking the idea of intrusive advertising within AI chatbot interactions, contrasting with OpenAI’s position that ads enable wider access to AI tools.

OpenAI declined to comment directly on the $100 billion revenue figure. Chief Executive Sam Altman has criticized Anthropic’s Claude product as being costly and primarily accessible to wealthier customers, reinforcing OpenAI’s goal of expanding AI availability through subsidized pricing supported by advertising revenues.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.