Criteo, the global platform connecting the commerce ecosystem for brands, agencies, retailers, and media owners, announced on Monday that it has become the first advertising technology partner to integrate with OpenAI’s advertising pilot in ChatGPT Free and Go versions in the United States.
The company said the integration will allow brands to access its digital advertising platform as part of OpenAI’s early-stage ad initiative within ChatGPT.
“This integration with OpenAI represents an exciting step forward in advancing advertising in an emerging AI experience,” said Michael Komasinski, Chief Executive Officer of Criteo. “Through this pilot, we are helping shape how advertising can support discovery and consideration within Large Language Model (LLM) platforms, grounded in experiences that are additive, relevant, and built on user trust.”
According to aggregated insights from Criteo’s U.S. clients, users referred from large language model platforms such as ChatGPT convert at roughly one and a half times the rate of other referral channels. The company said this reflects the high-intent nature of conversational AI environments.
As conversational discovery expands, the pilot is intended to assess how brands can participate in advertising within ChatGPT while driving additional demand to retailer and brand websites.
Criteo said it activates more than $4 billion in annual media spend and works with around 17,000 advertisers worldwide. The company connects brands, retailers and publishers through commerce data and AI-driven decisioning technology aimed at delivering cross-channel outcomes.
The integration is expected to roll out in the coming weeks as part of the ongoing advertising pilot in ChatGPT.
