ChatGPT’s Ad Rollout: CPM Takes the Lead
OpenAI’s ChatGPT is set to test ads starting in early February 2026, beginning with a limited group of U.S. advertisers on its free and Go tiers. However, the model leans toward CPM, charging around $60 per 1,000 views, rather than PPC. This choice stems from the conversational nature of AI, where users often receive full answers without clicking external links.
Ads will appear at the response bottom, labeled clearly and tied to the query context. For advertisers, this signals a focus on brand visibility over direct clicks, adapting strategies to AI’s unique user experience.
Grok’s Approach: Integrating with X
xAI’s Grok, embedded in X (formerly Twitter), announced in August 2025 plans for ads like sponsored suggestions in responses. Aimed at offsetting AI costs, the rollout is expected “soon,” though no exact date is confirmed.
Details on pricing are pending, but alignment with X’s ad system—which includes PPC for traffic and engagements—could introduce click-based options. This integration might offer targeted opportunities within AI-driven conversations.
Insights from Other LLMs
The shift to AI advertising extends beyond ChatGPT and Grok:
- Google Gemini: Ads are planned for 2026, likely incorporating Google’s PPC-heavy ecosystem, with cost-per-click bidding on query relevance. Timeline details are forthcoming, but it could resemble traditional search ads.
- Perplexity AI: Ads launched in November 2024, featuring sponsored questions and branded content via CPM. Efforts have been deprioritized due to limited interest.
- Claude and Others: No ads announced for Anthropic’s Claude yet, but rising operational costs suggest potential rollouts in 2026-2027.
Currently, no LLM offers true PPC as of January 2026, prioritizing CPM or embeds to maintain seamless interactions amid low click rates.
Why This Matters for Advertising
AI promises hyper-personalized ads without interrupting flows, but the CPM emphasis shifts focus to awareness. By mid-2026, PPC hybrids might emerge in Gemini or Grok, blending recommendations with actionable clicks. Advertisers should prepare for this evolution in digital strategies.
TLDR
Key LLMs are exploring ads, mostly via CPM rather than PPC, with 2026 outlooks for ChatGPT (February testing, CPM), Grok (soon, potential PPC ties), Gemini (PPC likely), and others. No pure PPC yet, but hybrids could arrive mid-year.
