How we built ChatGPT’s novel ad stack for user trust and relevance

OpenAI has published a post titled “How we built ChatGPT’s novel ad stack for user trust and relevance,” outlining an advertising technology effort connected to ChatGPT. The title places user trust and ad relevance at the center of the company’s approach to building an ad stack for its AI product.

Advertising stacks generally include the systems used to select, deliver and measure advertising. For conversational AI services, relevance can be particularly important because users often ask direct questions or seek help completing tasks, creating a need for advertising experiences that do not undermine the usefulness of responses.

Trust is also a major issue for consumer AI platforms. Clear distinctions between advertising and non-sponsored content are widely viewed as important for helping users understand why they are seeing commercial material and how it relates to their requests.

ChatGPT is OpenAI’s widely used generative AI assistant. OpenAI’s focus on an ad stack signals that advertising infrastructure is becoming a relevant product and policy question for AI services, alongside established considerations around transparency, user experience and the handling of user interactions.