View changelog
- Feb 7, 2026: [Pending Review] The Register article frames Claude’s campaign as highlighting ChatGPT’s ad plans.
- Feb 7, 2026: [Pending Review] Anthropic’s ads are positioned as taking jabs at OpenAI’s advertising plans.
- Feb 7, 2026: [Pending Review] Anthropic’s Super Bowl ad campaign claims that ads are coming to AI, but not to Claude.
- Feb 7, 2026: [Pending Review] CMSWire states Google’s Universal Commerce Protocol (UCP) shifts purchasing from websites to AI agents, combining discovery, checkout, and payment into a conversational interaction.
- Feb 7, 2026: [Pending Review] The Register reports Anthropic committed to keeping Claude free of advertising.
- Feb 7, 2026: [Pending Review] PCWorld reports Google promised no ads in Gemini (for now).
- Feb 7, 2026: [Pending Review] PCWorld characterizes the ChatGPT ads test as involving display advertisements within responses.
- Feb 7, 2026: [Pending Review] PCWorld reports that OpenAI announced it would begin testing display advertisements in ChatGPT responses.
- Feb 7, 2026: [Pending Review] The ZDNet piece states it compares major AI chatbots to determine which have ads or plan to introduce them.
- Feb 7, 2026: [Pending Review] Perplexity is now less focused on advertising.
All Engine Ads
How to advertise across AI answer engines (not just ChatGPT)
If you want “answer engine ads” in one clean plan: You can run ads today on some AI answer engines (via existing ad platforms), get into beta on a few, and prepare for the ones that are about to open up. The teams that win do not pick one engine. They build a portfolio.
This page shows what's live, what's coming, what's ad-free, and what to do now.
In 60 seconds
- •The “live now” engines: Google AI Overviews (through Google Ads), Microsoft Copilot (through Microsoft Advertising), Brave (via Brave Ads), Perplexity (limited beta), and ChatGPT (invite-only beta, ~$200K min).
- •The “coming soon” engines: Grok (announced) and ChatGPT self-serve (expected to follow beta).
- •The “no in-chat ads” engines: Gemini app, Claude, and Kagi. Meta AI has no in-chat ads, but can influence targeting across Meta's ad ecosystem.
- •Winning strategy: Pair paid placements with AEO so you show up twice: in paid modules and in organic citations.
- •What to do today: Turn on what's already accessible, fix measurement, and build “sponsored-answer-ready” creative that feels helpful, not salesy.
What are answer engine ads?
Answer engine ads are paid placements that appear inside or adjacent to AI-generated answers when the system detects relevant commercial intent.
Unlike traditional ads that interrupt someone's browsing, answer engine ads show up when someone is actively trying to:
- understand
- compare
- decide
- justify a purchase
The three shifts (this is the whole game)
1) Targeting shifts
From: keyword strings and audience lists
To: problem-intent and conversation context
2) Creative shifts
From: clever copy
To: credible answers + proof
3) Measurement shifts
From: clicks as the only truth
To: incrementality + influenced pipeline (because many journeys become "zero-click")
Do this now
- List your top 10 buyer “decision questions.”
- Map each question to a “problem-space” (job-to-be-done + context + constraints).
- Build one answer-first landing page per problem-space.
Platform matrix: where ads exist today (and how they work)
| Common Ad Experience | ||||
|---|---|---|---|---|
| Brave Search | Live (Brave Ads) | Brave Ads platform (self-serve) | Privacy-preserving ads in search results | Privacy-conscious B2B audiences |
| ChatGPT | Testing (invite-only) | OpenAI published a statement describing its approach to advertising and expanding access to ChatGPT. | OpenAI has published a statement about its approach to advertising and expanding access to ChatGPT. | B2B thought leadership, problem-space authority |
| Claude | No ads | N/A | Ad-free assistant | Focus on organic AEO |
| Gemini app | No ads | N/A | Ad-free assistant | Focus on organic AEO |
| Google AI Overviews | Live (via Google Ads) | Google Ads (existing campaigns eligible) | A Google VP says ads make sense in AI search experiences, but not in Gemini (for now). | B2B brands already running Google Ads |
| Grok | Announced | Not broadly available yet | Likely native ads integrated into answers | TBD (monitor brand safety) |
| Kagi | No ads | N/A | Subscription, ad-free search | Focus on organic AEO |
| Meta AI | Announced (no timeline) | Not yet available | Expected: Sponsored answers in Meta AI | B2B brands with social presence |
| Microsoft Copilot | Live (via Microsoft Advertising) | Microsoft Advertising (Bing Ads) | Microsoft Copilot delivered a 73% higher click-through rate in an advertising study. | B2B brands in Microsoft ecosystem |
| Perplexity | Live (Sponsored Questions) | Direct sales; self-serve in beta | Perplexity has a stated plan for search ads that is positioned as different from Google’s approach. | B2B thought leaders and category creators |
Showing 10 of 10 platforms
Brave Search
Live (Brave Ads)- Access
- Brave Ads platform (self-serve)
- Ad Experience
- Privacy-preserving ads in search results
- Best For
- Privacy-conscious B2B audiences
ChatGPT
Testing (invite-only)- Access
- OpenAI published a statement describing its approach to advertising and expanding access to ChatGPT.
- Ad Experience
- OpenAI has published a statement about its approach to advertising and expanding access to ChatGPT.
- Best For
- B2B thought leadership, problem-space authority
Claude
No ads- Access
- N/A
- Ad Experience
- Ad-free assistant
- Best For
- Focus on organic AEO
Gemini app
No ads- Access
- N/A
- Ad Experience
- Ad-free assistant
- Best For
- Focus on organic AEO
Google AI Overviews
Live (via Google Ads)- Access
- Google Ads (existing campaigns eligible)
- Ad Experience
- A Google VP says ads make sense in AI search experiences, but not in Gemini (for now).
- Best For
- B2B brands already running Google Ads
Grok
Announced- Access
- Not broadly available yet
- Ad Experience
- Likely native ads integrated into answers
- Best For
- TBD (monitor brand safety)
Kagi
No ads- Access
- N/A
- Ad Experience
- Subscription, ad-free search
- Best For
- Focus on organic AEO
Meta AI
Announced (no timeline)- Access
- Not yet available
- Ad Experience
- Expected: Sponsored answers in Meta AI
- Best For
- B2B brands with social presence
Microsoft Copilot
Live (via Microsoft Advertising)- Access
- Microsoft Advertising (Bing Ads)
- Ad Experience
- Microsoft Copilot delivered a 73% higher click-through rate in an advertising study.
- Best For
- B2B brands in Microsoft ecosystem
Perplexity
Live (Sponsored Questions)- Access
- Direct sales; self-serve in beta
- Ad Experience
- Perplexity has a stated plan for search ads that is positioned as different from Google’s approach.
- Best For
- B2B thought leaders and category creators
Do this now
- If you already run Google Ads: assume your ads may appear around AI surfaces and optimize for it.
- If you run Microsoft Ads: verify campaign eligibility and assets.
- If you want “native answer ads”: get your content and measurement ready for ChatGPT and Perplexity.
Stay updated on answer engine ads
Get notified when platforms change access, formats, or reporting.
Start here: pick your path
Path A: "I want results this month"
Do Google AI Overviews + Microsoft Copilot now. They piggyback on your existing campaigns and give immediate exposure in AI-flavored search experiences.
Jump to Google + Microsoft playbooks →Path B: "I want early access and learning"
Pursue ChatGPT beta (~$200K min) + Perplexity beta. This is where first-mover learning tends to be underpriced (until everyone piles in).
Jump to ChatGPT + Perplexity sections →Path C: "Limited budget, need diversification"
Add Brave as a controlled experiment. It's a smaller surface, but it's real, live inventory with a distinct audience.
Jump to Brave section →Path D: "Regulated category or trust-focused"
Lead with organic AEO and measurement discipline first. Some ad placements have exclusions near sensitive categories. You still need visibility in answers.
Jump to AEO + Paid section →Platform playbooks (the practical part)
ChatGPT adsBeta live (Feb 2026)
What we know now
- Beta launched mid-January 2026; brands began testing Feb 6, 2026.
- $200K minimum commitment for beta access (~$60 CPM).
- Ads appear at bottom of responses, clearly labeled "sponsored."
- Free tier and ChatGPT Go ($8/mo) see ads; paid tiers are ad-free.
- Users can ask follow-up questions about advertised products.
- Sensitive topics (health, politics) excluded; no ads for under-18 users.
- OpenAI won't sell user data; advertisers get aggregated metrics only.
What we don't know yet
- When self-serve access will open (currently invite-only)
- Full attribution and conversion tracking capabilities
- Complete set of ad formats beyond sponsored modules
What to do now
- If you have $200K+ budget: Pursue beta access through OpenAI sales.
- If not: Continue building "sponsored-answer" creative library for when self-serve opens.
- Identify your highest-intent problem-spaces: questions buyers ask when deciding.
- Stand up measurement for low-click reality: UTMs, CRM source capture, incrementality mindset.
Do this now
- Create 10 "buyer decision questions" and write the best 6-10 sentence answer your ad should sit next to.
- Build landing pages that answer the same question in the first 150-200 words.
- Set up brand lift tracking now—don't rely on click-through attribution.
Google AI Overviews adsLive
How it works (in plain language)
You generally do not "buy AI Overview ads" as a separate product. You run Google Ads, and eligible campaigns can appear in AI Overview contexts.
How to win
- Use intent-flexible structures (campaigns and targeting that can capture long-tail, conversational queries).
- Improve landing-page clarity and relevance (AI surfaces reward tight alignment).
- Expect inventory compression: fewer prime placements above the fold.
Do this now
- Review your top converting non-brand campaigns.
- Improve the landing pages for those campaigns: answer-first above the fold, clear entities (product category, who it's for, outcomes), proof near the top (logos, quantified results, analyst validation).
Microsoft Copilot adsLive
How it works
Copilot placements can be extensions of existing Microsoft Advertising campaigns (often without requiring a brand new "Copilot campaign").
How to win
- Treat your ad assets like "answer components": precise language, strong relevance, clean product/service descriptors.
- Make your conversion path frictionless (Copilot users are often in decision-mode).
Do this now
- Ensure you have strong RSA coverage.
- Clean sitelinks and structured snippets.
- Landing pages that match the query intent fast.
Perplexity adsLive, limited beta
The core ad format (why it's different)
Perplexity pioneered "sponsored follow-up questions." The ad isn't a banner. It's a question that invites deeper exploration.
Strategic fit
- Best for awareness + consideration in research-heavy categories.
- Think: "help the buyer explore," not "force the click."
What to do now
- If you can access beta: prioritize category education and "comparison readiness."
- If you cannot: build Perplexity-ready content anyway (it will feed organic visibility too).
Do this now
- Write 15-25 follow-up questions your buyer would ask after the first answer.
- Make sure your site has pages that answer those questions cleanly.
Brave adsLive
Why Brave matters
It's a live, privacy-forward ecosystem with its own distribution and a distinct audience. Smaller than Google, but often more "incremental."
What to do now
- Run one controlled test: one audience hypothesis, one offer, one simple landing page, tight measurement.
Do this now
- Create a "privacy-forward" variant of your pitch: minimal tracking language, clear value exchange, trust-first positioning.
Grok adsAnnounced
Treat this as "monitor + evaluate"
Grok ad direction has been discussed publicly, but details are not stable enough to plan budgets with confidence.
Do this now
- Monitor format announcements and brand safety posture.
- Keep your creative modular so you can adapt quickly if inventory opens.
Ad-free or indirect enginesGemini, Claude, Meta AI, Kagi
What this means for advertisers
- You may not be able to buy in-chat ads, but you can still win visibility through:
- AEO (being cited/mentioned)
- PR and third-party validation
- Content designed to be used as sources
Do this now
- Build "citeable assets": definitions, comparison pages, data-backed explainers, FAQs that mirror buyer language.
Budgeting: simple allocation frameworks
Note: these are starting points, not religion.
$100K+/month
Scale + existing infrastructure
Incremental performance
If accessible, for consideration learning
If qualified for beta access (~$200K min)
$10K-$100K/month
Under $10K/month
Low friction to test
Defensive + scale
Optional experimentation
Do this now
- Create a dedicated “AI surfaces” budget line, even if it's small.
- Fund learning, not fantasy ROAS.
Measurement + attribution (what actually works)
Answer engine ads create two problems:
- multi-turn journeys (not one search)
- zero-click exposure (influence without site visits)
Minimum viable measurement stack
UTM conventions that are consistent:
- source = answerengine
- medium = paid
- campaign = platform_problemspace_offer
- content = creative_variant
CRM capture:
- Hidden fields for UTMs
- “How did you hear about us?” with “AI answer engines” option
KPI tree (simple, executive-safe):
- Awareness: qualified impressions + engaged sessions
- Demand: form fills + demo requests + email captures
- Revenue: SQLs + pipeline + closed-won influenced
Do this now
- Decide your attribution philosophy upfront: “We will measure influenced pipeline, not just last-click.”
- Build a one-page reporting template you can show a CFO.
Landing pages that convert after an AI answer
When the user clicks (or follows up), your landing page must feel like the same conversation continuing, not a bait-and-switch sales page.
The winning landing page pattern
Repeat the question as the H1 (or close to it)
Answer it in the first 150-200 words
Provide proof immediately (logos, stats, quotes)
Give a clear next step: "See examples", "Compare options", "Get a recommendation", "Book a working session"
Do this now
- Create one landing page template for “problem-space pages.”
- Use it across platforms (Google, Microsoft, Brave now; ChatGPT later).
AEO + paid: why the combo wins
Paid answer placements get you speed.
AEO gets you durability.
When you run both:
- Paid placements create learning data about what people respond to.
- AEO content earns citations and organic visibility.
- Together, you show up as both “the answer” and “the option.”
Do this now
- Build one “problem-space portfolio” (10-20 territories).
- Create one citeable asset per territory (definition, comparison, FAQ, guide).
- Use paid to accelerate the highest-intent territories first.
Download: All Engine Ads Readiness Checklist
- Platform matrix (what's live vs beta vs announced)
- Creative kit template for sponsored answers
- UTM + measurement setup sheet
- 10-question "problem-space" worksheet
Frequently Asked Questions
Which answer engines have ads right now?
Google AI Overviews, Microsoft Copilot, Brave, and Perplexity (limited beta) have live ad placements today. You access them through existing ad platforms (Google Ads, Microsoft Advertising, Brave Ads Manager).
Can I advertise on ChatGPT today?
Yes, but only through an invite-only beta requiring ~$200K minimum commitment at ~$60 CPM. Self-serve access hasn't opened yet. For most teams, the prep window continues: build problem-space portfolios, answer-ready creative, and measurement scaffolding.
Do answer engine ads influence the AI's organic answers?
No. Paid placements are separate from organic citations. However, running both paid and AEO gives you presence in both the sponsored modules and the organic answer content.
How is targeting different from Google Ads?
Answer engine ads target problem-spaces and conversation context rather than keyword strings and demographic segments. You're reaching buyers based on what they're trying to understand or decide.
Are there demographic targeting options?
This varies by platform. Google and Microsoft bring their existing targeting capabilities. Newer platforms like Perplexity are more contextual. ChatGPT targeting details haven't been fully disclosed yet.
What industries are restricted near sensitive topics?
Sensitive topic exclusions apply across platforms, though specifics vary. Healthcare, finance, and regulated industries should expect some restrictions. Check each platform's policies and prepare alternative positioning.
How do I measure performance if clicks are low?
Build measurement around influenced pipeline, not just last-click. Use UTM conventions, CRM source capture with "AI answer engines" options, and incrementality assumptions. Track visibility and citation share as leading indicators.
Are these ads better for B2B or B2C?
Both can work, but B2B often has stronger fit because answer engines are research-heavy environments. B2B buyers use these tools during evaluation and decision phases, which is high-value attention.
Do I need new creative, or can I reuse what I have?
You need answer-first creative. Traditional ad copy (clever headlines, promotional claims) won't perform. Build credibility-based content: short answer blocks, comparison blurbs, proof points, and soft CTAs that continue the conversation.
What's the fastest way to get ready for ChatGPT ads?
Create your problem-space portfolio (10-20 buyer decision questions), write the best 6-10 sentence answer for each, build landing pages that answer the same questions, and set up tracking conventions.
Is Perplexity worth it if it's small?
Yes, for learning. Perplexity's "sponsored follow-up questions" format is unique and teaches you how to think about answer-engine creative. The audience is smaller but highly engaged in research mode.
What if a platform is ad-free? Can I still "win" there?
Absolutely. Platforms like Claude, Gemini, and Kagi don't have ads, but you can win visibility through AEO: being cited, building citeable assets (definitions, comparisons, FAQs), and earning third-party validation that gets referenced.
Glossary
- Answer engine
- An AI system that generates direct answers (often with citations) instead of a list of links.
- Answer engine ads
- Paid placements surfaced inside or around AI-generated answers.
- Sponsored answer
- A clearly labeled sponsored module that appears when commercial intent is detected.
- Problem-space
- A cluster of real buyer questions around one job-to-be-done plus context.
- AEO (Answer Engine Optimization)
- The practice of earning visibility inside AI answers via citeable, structured, entity-rich content.
Changelog
We revise this page whenever a platform changes access, formats, or reporting.
[Pending Review] The Register article frames Claude’s campaign as highlighting ChatGPT’s ad plans.
Source: NewsAPI: ChatGPT Advertising. Quote: "The Claude maker wants you to know about ChatGPT’s ad plans"
Sources:
[Pending Review] Anthropic’s ads are positioned as taking jabs at OpenAI’s advertising plans.
Source: NewsAPI: ChatGPT Advertising. Quote: "Anthropic has released a set of four ads as part of its 2026 Super Bowl marketing push that take a swing at artificial-intelligence rival OpenAI’s push into advertising."
Sources:
[Pending Review] Anthropic’s Super Bowl ad campaign claims that ads are coming to AI, but not to Claude.
Source: NewsAPI: ChatGPT Advertising. Quote: "The spots each carry the tagline, “Ads are coming to AI. But not to Claude,” referring to…"
Sources:
[Pending Review] CMSWire states Google’s Universal Commerce Protocol (UCP) shifts purchasing from websites to AI agents, combining discovery, checkout, and payment into a conversational interaction.
Source: NewsAPI: Perplexity Ads. Quote: "Google’s UCP shifts buying from websites to AI agents, collapsing discovery, checkout and payment into a single conversational moment."
Sources:
[Pending Review] The Register reports Anthropic committed to keeping Claude free of advertising.
Source: NewsAPI: Perplexity Ads. Quote: "Anthropic has taken the high road by committing to keep its Claude AI model family free of advertising."
Sources:
[Pending Review] PCWorld reports Google promised no ads in Gemini (for now).
Source: NewsAPI: Perplexity Ads. Quote: "Google promised no ads in Gemini (for now)."
Sources:
[Pending Review] PCWorld characterizes the ChatGPT ads test as involving display advertisements within responses.
Source: NewsAPI: Perplexity Ads. Quote: "begin testing display advertisements in ChatGPT responses"
Sources:
[Pending Review] PCWorld reports that OpenAI announced it would begin testing display advertisements in ChatGPT responses.
Source: NewsAPI: Perplexity Ads. Quote: "A few weeks ago, OpenAI announced that it would begin testing display advertisements in ChatGPT responses."
Sources:
[Pending Review] The ZDNet piece states it compares major AI chatbots to determine which have ads or plan to introduce them.
Source: NewsAPI: Perplexity Ads. Quote: "Want to know which AI chatbots have ads or plan to roll them out? I compared the top ones to find out."
Sources:
[Pending Review] Perplexity is now less focused on advertising.
Source: Google News: Perplexity Ads. Quote: "Why Perplexity is now less focused on advertising, and what’s next for the AI search platform"
Sources:
Get weekly updates on answer engine ads
We track changes across ChatGPT, Google, Microsoft, Perplexity, and more. Know when access opens, formats change, or new inventory becomes available.
No spam. Unsubscribe anytime. We respect your inbox.