ChatGPT is running ads. Here's what it means for your business.
AI In Marketing with Ashley | Issue #1
What happened
On February 9th, OpenAI launched ads inside ChatGPT.
Not banner ads or pop-ups, yes you probably guessed it, sponsored responses, matched to whatever a user is actively asking about. Target, Ford, Adobe, Expedia. The big names moved fast. Entry price is $60 CPM with a $200K minimum spend, so right now it’s a large-brand channel. But that won’t last long.
The thing worth noticing isn’t the ads themselves. It’s what they signal: people are using AI tools the way they used to use Google , to discover, compare, and decide who to buy from and who to work with. And the platforms are starting to monetize that.
What this actually means for your business
So what to do. It means your content and your positioning need a rethink.
Image. Midjourney AI, Curated by Ashley Etling
What this actually means for your business
Whether you run an e-commerce brand, an agency, or a professional services firm, the shift is the same and it’s already underway.
Your buyer is searching differently. More and more, they’re opening ChatGPT or Perplexity and asking something like “best sustainable fashion brands,” “top social media agencies for ecommerce,” or “how do I find a reliable marketing or financial consultant” and getting a curated answer without clicking a single link. The SEO strategy you built two years ago was designed for a world that’s quietly changing.
So what to do. It means your content and your positioning need a rethink.
The businesses that show up in AI-generated answers aren’t necessarily the biggest spenders. They’re the ones with clear, specific, genuinely helpful content, whether that’s product pages that describe what makes you different, case studies that answer real client questions, or service pages that speak plainly to the problem you solve. Depth over volume, always.
The trust dynamic is shifting too. When a potential customer or client gets a recommendation from an AI they trust, it carries more weight than a sponsored post they scroll past. That’s good news for businesses with a real point of view and genuine expertise. It rewards authenticity.
My take
Most of us are keeping up with the everyday, day to day. And I understand why, there’s already so much to manage.
But the businesses that will be ahead in two years are the ones having these conversations now. Not because they have bigger budgets. Because they understood the shift early and made small, smart moves while there was still room to move.
That’s exactly what Chantal and I are here to help with. This series is one part of that, every week, one clear thing to think about, one clear thing to do.
One thing to do this week
Grab some coffee or drink of choice and then take 20 minutes and search for your business in ChatGPT, Perplexity and Claude. Ask it something your ideal customer or client would actually ask — “best [your category] for [their situation].”
See what comes up. Notice the language being used. See if you’re there and if not, ask yourself what’s missing from your content that would get you there.
That’s your starting point.
Think How They Think
Grab some coffee or drink of choice and then take 20 minutes and search for your business in ChatGPT, Perplexity and Claude.
Image. Midjourney AI, Curated by Ashley Etling
Also worth watching
Agentic AI in marketing is moving fast. AI tools are starting to run campaigns not just assist with them. For lean teams across ecommerce, agencies, and professional services alike, this is genuinely exciting. Less admin, more thinking. We’ll dig into the practical side of this soon. In the meantime, grab a drink of choice, keep up the good work and being curious about AI.
Chantal and I started Bampt to help growing businesses from ecommerce brands, to agencies, and professional services teams get the same AI advantage that enterprise companies are building right now. We build and implement AI workflows that make building your business easier and more profitable, with the speed and personal attention that a big agency simply can’t offer.
Chantal covers the week’s top AI news. I cover what it means for your marketing. Together, hopefully, we save you a lot of time sorting through the noise.
If someone forwarded this to you, subscribe below. And if it sparked something, I’d love to hear what you’re seeing in your own business — just reply.
See you next week.
— Ashley
Images. Midjourney AI, Curated, Edited and Voice Over by Ashley Etling