Brands demand accountability
But advertisers are increasingly demanding more than just eyeballs—they want metrics, transparency, and the ability to ensure brand safety. If OpenAI can deliver on these fronts, it could carve out a lucrative niche. However, with its current AI models still prone to inaccuracies and biases, the road to trust may be rocky.
“If OpenAI wants to capture a significant share of those budgets from established competitors, they’ll have to invest in developing mature measurement capabilities,” said Wpromote’s vp of strategic innovation Christine Schrader.
Google and Meta have long dominated digital advertising, thanks to their robust measurement tools. While platforms like TikTok have gained traction, growth has been slower due to gaps in measurement accountability, particularly at launch, added Schrader.
To that, “managing paid and organic efforts holistically is critical, and access to this kind of data would be invaluable,” said Jason Hartley, head of media innovation and trust, PMG, which is currently testing ads on Perplexity.
Non-negotiable pillars
Given the risks of inaccuracies in current AI models, a robust governance framework is critical, according to Diana Caverly, global chief strategy officer at marketing agency MRM.
“The model must prioritize responsible AI practices, ensuring brand safety and societal benefit,” Caverly said. “Transparency, accountability, and alignment with ethical standards will be non-negotiable pillars.”
Ultimately, brands want assurance that they won’t be tied to problematic content.
“Insight into what types of queries and responses we show up against and the ability to proactively exclude our brands based on vertical or brand sensitivities [is crucial],” said Brian Binder, senior innovation & growth director, Tinuiti.
A seat at the table
OpenAI has secured partnerships primarily with major media companies like News Corp, Axel Springer, and Condé Nast.
Blavity, who recently partnered with Perplexity, said that when the publisher spoke to OpenAI about a potential partnership, the AI firm said it was not pursuing a revenue-sharing agreement with publishers at this time, according to its co-founder and COO Jeff Nelson.