Ads in AI Platforms: What Brands Need to Know

News and Insights

Ads in AI Platforms: What Brands Need to Know

March 12, 2026

If you paid close attention during the TV timeouts during this year's Super Bowl, you may have noticed Anthropic, the creator of the Claude AI platform, going directly at other AI companies. Its advertising campaign was simple - target AI companies that are testing ads on their platforms and prove that Claude will not be including ads. Anthropic's "Ads are coming to AI. But not to Claude" campaign was a main message from the AI leader throughout the Super Bowl, and made its advertising stance clear.

A handful of major AI companies already have advertising in their AI platforms, including ChatGPT and Google's AI Overviews. And how could they resist - 60% of Americans are using AI. That's a lot of untapped potential for ad revenue.

But not all platforms are jumping on the bandwagon.

Anthropic may have taken an anti-ad approach, but other AI companies are ready to capitalize on the opportunity. Here's what you need to know.

Ads in AI: Who's in and who's out

In mid-January, OpenAI announced it would start testing ads on the Free and Go levels of ChatGPT. These early tests are limited to just a few brands, in part because the rollout comes with a hefty price tag - starting at $200K. Who's in? Best Buy, Expedia and other major consumer brands that can afford to test new experiences.

And then there's Perplexity, which tested sponsored ads and announced it has abandoned plans to include advertising in its search products. Why? Perplexity is banking on trust instead. People turn to AI platforms for credible and unbiased information, goes Perplexity's reasoning. Ads, even labeled ones, undermine the sense of objectivity in AI-generated answers.

Keep in mind that traditional "ads" may not always be the culprit with AI. For example, Reddit and Google currently have a partnership that gives Google access to Reddit content and its API to help train and improve Google's AI models and search results. While these are not ads per se, Reddit and its advertising platform have a clear stake in Google's AI output.

The Pulse

• Calling big spenders: ChatGPT's ad testing is reportedly costing brands a $200K commitment, and cost per thousand impressions is priced at $60, meaning ChatGPT ad tests are off limits for most brands (as of March 2026).
• Trust us: In its testing ads overview, ChatGPT says that "ads do not influence answers." But users' questions - of course - influence ads. At the bottom of a response prompt, a "sponsored" ad card with a link will make it easy for consumers to quickly connect with brands.
• Ad-free zone: After ad testing, Perplexity has decided to close its platform to ads, believing that the real value for consumers lies in having a premium, uncluttered, high-quality experience.
• Time will tell: The two approaches highlight the tension AI companies are experiencing between growing revenue and building trust. Media buyers will have to keep up.

OUR TAKE

While AI platform ads are not readily available for most advertisers yet, it's important to prepare for the inevitable. Diversifying your prospecting mix across new platforms and tactics is often a smart way to scale, especially on a high-intent decision-making platform. If your brand has the opportunity to jump in, consider whether it's truly ready. No brand wants negative impact, but if there is true sales upside and advantage, it may be worth considering.

How brands should think about AI advertising

At this point, adoption of ChatGPT ads - or any AI platform ads that arise in 2026 - will be about experimentation and benchmarking. An early analysis from Adthena found that fewer than 1% of 500 ChatGPT prompts displayed an ad.

Until the AI ad landscape takes shape and more data is released, it's vital to leverage other AI advertising tools. For example, the major self-service ad platforms of Meta and Google have both been on the forefront of AI ads with Andromeda and AI Max. While not AI platforms per se, Meta's Andromeda and Google's AI Max still gives advertisers a way to leverage AI. Our recommendation is to continue to test and push these campaign types while we wait for more concrete results from OpenAI and others.

The Pulse

• Let the big brands test: Big brands are already taking advantage of AI platform ads. Let them. New brands or those in an awareness-building phase should watch, wait and be ready if and when minimums drop.
• Wait for benchmarks and data: Once public data and case studies are shared, advertisers will be able to make more data-fueled decisions on AI platforms ads.
• Use AI for other tactics: Tools and strategies in current ad platforms are here to stay and evolve. It is vital you do the same.

OUR TAKE

AI is everywhere in advertising. It may reach a point where every advertiser is spending on AI platform ads, but before that happens, evaluate the other areas you have not tried to scale. Platforms like Reddit and TikTok are ready for your brand.

Don't rush into AI platform ads the moment they become available. Evaluate results, see how the landscape evolves, and decide if AI platform ads are right for your brand.

________________________________________________________________________________________

About the author
Joe Tocio is a Media Supervisor at FINN Partners who leads client performance marketing strategy and advertising campaigns. The FINN media team delivers a full suite of services, including omnichannel planning and buying, performance media strategy and management, and comprehensive measurement, resulting in award-winning campaigns that drive client success.

• Share this page on Facebook
• Share this page on LinkedIn
• Share this page on Twitter

POSTED BY: Joe Tocio