Fever Joins OpenAI’s ChatGPT Ad Pilot as AI Advertising Enters Its Early Test Phase in the US

Fever has become one of the first brands to publicly confirm participation in OpenAI’s ad pilot program, which is currently testing sponsored ads inside ChatGPT in the US.

The entertainment discovery platform says it’s working directly with OpenAI to experiment with how ads might function inside a conversational AI environment, marking one of the earliest real-world uses of ads inside ChatGPT. The pilot remains limited, but it gives a clearer picture of where OpenAI is heading with monetization.

Under the pilot, Fever’s ads will only appear to logged-in adult users on ChatGPT’s Free and Go tiers. OpenAI maintains that ads won’t influence ChatGPT’s responses and will always be clearly labeled as sponsored, staying visually separate from AI-generated answers.

Fever’s VP of Marketing, Javier Macías, described the moment as similar to the early days of digital advertising, when formats and benchmarks hadn’t yet been established. According to him, the lack of a playbook is exactly what makes the pilot valuable, allowing companies like Fever to help shape what works and what doesn’t before the model scales.

Unlike traditional ad platforms, this test is less about reach and more about context. The pilot is designed to explore which formats, messages, and placements feel useful inside a chat-based interface, where users are actively asking questions rather than passively scrolling.

The pilot is still in its early stages, but Fever’s involvement confirms that advertising inside ChatGPT is no longer hypothetical. It’s already being tested, quietly, with select partners. Just in case, you’re not interested in seeing ads, you can avoid it by tweaking a few settings.