OpenAI 的广告推进开始成形

独家 OpenAI’s Ads Push Starts Taking Shape OpenAI的⼴告推进开始成形 By作者：Sri Muppidiand以及斯蒂芬妮·帕拉佐洛Sri MuppidiStephanie Palazzolo Dec24,2025,6:00am PST OpenAI executives havekept a tight lid on how the company could show advertisements to users of its popularChatGPT chatbot, leaving the broader digital ad industry eager for clues. Behind the scenes, staffare working throughkey details. OpenAI⾼管⼀直对该公司可能如何向其热门的ChatGPT聊天机器⼈⽤户展⽰⼴告严加保密，这让更⼴泛的数字⼴告⾏业渴望得到线索。与此同时，在幕后，员⼯们正在推进关键细节的⼯作。微信公众号 404K微信公众号 404K Employees have discussed ways to tweak AI models to prioritize sponsored information in ChatGPT’s responses whenusers ask relevant queries, a person familiar with the discussions said. For instance, a Sephora-sponsored beautyproduct ad could appear when a user is searching for mascara recommendations. And in recent weeks, OpenAIemployees have been creating mockups for different ways that ads could appear inside ChatGPT, a person who has seenthe mockups said. ⼀位了解相关讨论的⼈⼠表⽰，员⼯们已讨论过在⽤户提出相关查询时，如何调整AI模型，使ChatGPT的回应优先呈现赞助信息。例如，当⽤户搜索睫⽑膏推荐时，可能会出现由丝芙兰赞助的美妆产品⼴告。此外，⼀位看过这些设计稿的⼈⼠称，近⼏周来，OpenAI员⼯⼀直在制作⼴告可能在ChatGPT内部呈现的不同⽅式的原型设计。 T h eT a k e a w a y要点 Employees discuss ways to display sponsored information in ChatGPT 员⼯讨论在ChatGPT中展⽰赞助信息的⽅式 Internal mockups show ads in ChatGPT sidebars微信公众号 404K 内部模型展⽰了出现在ChatGPT侧边栏中的⼴告 ChatGPT shopping features could enhance commerce ads ChatGPT的购物功能可能会增强商业⼴告效果 Powered byDeep Research由Deep Research提供⽀持 ChatGPT has ballooned to nearly900 million weekly active userssince its 2022 launch, with ambitions to grow to2.6billion weekly active users by 2030. That would dwarf all but the biggest social media and search companies andcompete in a more than $1 trillion digital ad market dominated by Google, Meta and Amazon. ⾃2022年推出以来，ChatGPT的每周活跃⽤户数已膨胀⾄近9亿，并计划在2030年增长到26亿每周活跃⽤户。那将超过除规模最⼤的社交媒体和搜索公司以外的所有对⼿，并在由⾕歌、Meta和亚马逊主导的、规模逾1万亿美元的数字⼴告市场中展开竞争。 Publicly at least, CEO Sam Altman has downplayed OpenAI’s desires to be an advertising powerhouse. But over the pastyear, OpenAI has beenstaffing up with digital advertising veteransand adding shopping features that could bespringboards into retail-focused ads. ⾄少在公开场合，⾸席执⾏官萨姆·阿尔特曼⼀直淡化OpenAI成为⼴告巨头的意图。但在过去⼀年⾥，OpenAI不断招揽数字⼴告领域的资深⼈⼠，并增加了购物功能，这些都可能成为进军以零售为导向⼴告的跳板。 The company sees an opportunity to create a new type of digital ads, said another person with knowledge of the effort,rather than simply replicating existing formats like social media ads. OpenAI collects a lot of information about users’interests from detailed chats, and has considered whether ChatGPT could show ads based on that history, TheInformation has previouslyreported. Analysts and ad industry executives say that ChatGPT conversations where usersare clearly looking to buy something could be an advertising goldmine.微信公众号 404K微信公众号 404K 另⼀位了解该项⽬的⼈⼠表⽰，与其简单复制社交媒体⼴告等现有形式，该公司认为这是⼀个创造全新数字⼴告类型的机会。此前The Information曾报道，OpenAI会从⽤户的详细对话中收集⼤量关于其兴趣的信息，并已考虑是否可基于这些历史记录在ChatGPT中展⽰⼴告。分析师和⼴告⾏业⾼管表⽰，那些⽤户明显有购买意图的ChatGPT对话，可能是⼀座⼴告⾦矿。 One of the options staffhas discussed is giving sponsored information preferential treatment in responses to users’ChatGPT queries, according to the person familiar with the discussions. For instance, AI models could prioritizesponsored content to ensure it shows up in ChatGPT responses. 据熟悉讨论的⼈⼠称，员⼯讨论过的选项之⼀，是在⽤户向ChatGPT提问的回复中给予赞助信息优先展⽰的待遇。例如，AI模型可以优先呈现赞助内容，以确保其出现在ChatGPT的回复中。 In recent weeks, ad mockups have included displaying sponsored information in a sidebar to the main ChatGPTresponse window, according to the person who has seen them. Employees have also discussed showing a disclosuresaying that the results include sponsored results, said the person familiar with the discussions. 据⼀位看过这些⼴告样稿的⼈⼠透露，最近⼏周，⼴告样功已经包括在ChatGPT主回复窗⼜旁的侧边栏中展⽰赞助信息。另⼀位熟悉相关讨论的⼈⼠表⽰，员⼯们还讨论过显⽰⼀条披露信息，说明结果中包含赞助内容。 Try askingDeep Research to… 不妨试着向“深度研究”提出以下问题…… How does Broadcom factor into the AI chip race with Nvidia, AMD and others?微信公众号 404K微信公众号 404K 博通在与英伟达、AMD等公司展开的AI芯⽚竞赛中扮演着怎样的⻆⾊？ View Response查看回复 One focus for OpenAI staffers is evaluating how to show ads without turning offusers, who might object to chats stuffedwith sponsored content or sharing personal conversations if they think responses are influenced by advertisers. OpenAIwants to show ads as unobtrusively as possible to users and ensure that the company doesn’t lose users’ trust, said theperson with knowledge of the effort. OpenAI员⼯当前关注的⼀个重点，是评估如何在展⽰⼴告的同时不惹恼⽤户——⽤户可能会反感充斥赞助内容的聊天，或在认为回复会受到⼴告商影响的情况下，不愿分享个⼈对话。知情⼈⼠表⽰，OpenAI希望以尽可能不打扰⽤户的⽅式展⽰⼴告，并确保公司不会失去⽤户的信任。 That could mean ads that show up only once a user’s conversation has progressed in a certain direction. One ad mockupshowed display ads as a secondary step in ChatGPT once a user has expressed interest infinding more informationrather than in the initial ChatGPT response, said the person who saw the mockup. 这可能意味着，⼴告只会在⽤户的对话朝某个特定⽅向推进之后才会出现。曾看过相关⼴告模型的⼈⼠表⽰，其中⼀个⼴告⽰意图显⽰，当⽤户在ChatGPT中表达出想要进⼀步获取信息的兴趣时，展⽰类⼴告会作为次要步骤出现，⽽不是出现在ChatGPT最初的回复中。 For instance, if a user asks ChatGPT to make an itinerary for a