In October, OpenAI officially added an AI-powered search engine into ChatGPT, making it the latest entrant in the search arena, competing with Google Search, Microsoft Bing, and Perplexity. This week, the AI firm announced a CMO and suggested to the FT that ads were in its future.

The ChatGPT maker has also inked partnerships with major media brands, including News Corp, Axel Springer, and Condé Nast, ahead of the rollout, with efforts to drive traffic back to publishers’ websites by including prominent citations for source content in search results. OpenAI’s head of media partnerships told Press Gazette said it does not currently intend to share ad revenue from its SearchGPT product with publishers whose content it surfaces