August 13, 2026The pilot is available to selected AdRoll and AdRoll ABM customers and is designed to help advertisers evaluate how conversational AI fits into the customer journey
AdRoll is giving a select group of small and medium-sized businesses, mid-market companies and B2B advertisers access to a pilot for advertising in ChatGPT, as the advertising platform explores how sponsored placements can complement campaigns across other channels.
The pilot is available to selected AdRoll and AdRoll ABM customers and is designed to help advertisers evaluate how conversational AI fits into the customer journey. Participating companies will receive campaign expertise and support while testing the channel alongside their existing media investments.
AdRoll tests advertising in conversational AI
Vibhor Kapoor, CEO, AdRoll: "Conversational AI platforms are creating an entirely new environment that enable marketers to participate in the moments when options are being discovered, preferences are being formed, and decisions are taking shape. Marketers need to understand the impact conversational AI can have on the middle of the customer journey and how it complements the channels they already use to build awareness and capture demand. AdRoll is helping SMB, mid-market and B2B advertisers approach this opportunity as part of a connected strategy rather than another isolated media experiment."
Ads in ChatGPT are designed to appear below the end of a response when contextually appropriate or based on a user's experience in ChatGPT. The ads appear separately from ChatGPT's responses and do not influence the answers.
Pilot targets the customer decision journey
AdRoll said conversational AI is changing how consumers research products, assess solutions and discover brands. The company is positioning advertising in ChatGPT as a way for marketers to reach audiences while they are exploring options and forming preferences, complementing channels focused on awareness or established purchase intent.
Hans Fischmann, vice president of product, AdRoll: "It is not every day that a new channel emerges, let alone one that's tied to how people actively explore and evaluate their options through AI. The early signal is encouraging, and we are seeing ChatGPT show up across both awareness and performance goals. We are excited to help our customers test what this channel can deliver."
AdRoll expands multichannel advertising platform
The pilot forms part of AdRoll's broader investment in multichannel advertising, including privacy-focused measurement technology intended to maintain campaign insights as cookies and browser-based tracking become less dependable.
AdRoll has also expanded its platform across connected TV and digital out-of-home advertising. The company has introduced Model Context Protocol integrations that allow marketers to connect AdRoll and AdRoll ABM with AI assistants and agentic workflows.
Selected AdRoll customers can join pilot
Advertising in ChatGPT is currently limited to selected AdRoll and AdRoll ABM customers rather than the platform's full customer base. Existing customers interested in participating can contact their AdRoll customer success manager.
AdRoll said the pilot is intended to give smaller and mid-market advertisers access to expertise and support that can help them assess conversational AI advertising without having to build the capability independently.
