OpenAI is establishing a dedicated ads integrity team as it prepares to introduce advertising on ChatGPT, part of its evolving monetization strategy. The move follows the company’s recent announcement that ads will soon be tested on the platform, signaling a strategic shift toward revenue diversification.
According to a job listing cited by Business Insider, the ads integrity function will operate as a “0 → 1 team,” developing systems from the ground up to ensure advertising on ChatGPT is credible and safe. One of the team’s core responsibilities will be to implement robust know-your-customer (KYC) processes to verify advertiser identities and assess potential risks. KYC systems, widely used across digital platforms and financial services, aim to mitigate the risk of scams and misleading ads, particularly on self-serve advertising interfaces.
Industry experts highlight that while KYC forms a strong foundation, the team’s real challenge will lie in maintaining integrity beyond the initial launch phase. Arilla Gracia, COO of the Check My Ads Institute, noted that although early-stage scam risk is comparatively low, the team’s investment in safeguards will be key to sustaining user trust.
The ads integrity group will also shape how advertising appears within ChatGPT responses, including decisions around placement, format, and user experience, striking a balance between monetisation and maintaining platform credibility.
OpenAI has confirmed that a limited ads pilot will launch on ChatGPT’s free and Go tiers in the US, with participating advertisers committing to a minimum spend of $200,000. The pilot will track clicks and impressions, with broader measurement and optimisation strategies expected to follow in subsequent phases.
