OpenAI宣布开放广告 跨境商家未来能在ChatGPT里投流了

OpenAI is testing ads in ChatGPT, offering a new marketing channel for adult users of the free and Go versions.

1. Ads are displayed based on user conversation content, showing relevant sponsored products. For example, when discussing cooking a Mexican dinner, an ad for seasonings appears at the bottom, clearly labeled and separated from the AI's response.

2. Users can directly interact with and purchase advertised products within ChatGPT, simplifying the decision-making process and creating a seamless shopping experience.

Data protection measures ensure user safety and trust.

1. The original AI responses remain unaffected by ads, based on objective information, and user data is kept strictly confidential and not sold to advertisers.

2. Users have full control, including the ability to disable personalized settings or clear data, while subscribers enjoy an ad-free experience.

New opportunities are emerging in the GEM market, allowing cross-border merchants to experiment with ad placements.

1. The introduction of ads creates a new field called Generative Engine Marketing (GEM), distinct from traditional search and social media advertising.

2. In the era of AI-powered e-commerce, collaborations with platforms like Shopify enable small businesses to gain growth momentum and level the competitive playing field.

ChatGPT ads open new pathways for brand marketing and channel development.

1. Ads are linked to user needs, displaying relevant products (e.g., sponsored items in cooking conversations) to drive precise marketing and sales conversion.

2. Direct user interaction and purchasing streamline brand touchpoints, enhancing shopping efficiency and brand loyalty.

Consumer trends indicate the rise of AI e-commerce and budget shifts.

1. Cross-border merchants are reallocating budgets from traditional SEO to Generative Search Optimization (GEO), leading to an increase in emerging brands.

2. AI helps level the competitive field, enabling brands to create high-quality experiences and discover products and services that were previously hard to reach.

New opportunities arise for product development and global expansion.

1. OpenAI's partnerships with platforms like Shopify provide brands with models to develop related products.

2. Emphasis on data protection mechanisms strengthens user trust and supports long-term brand growth.

OpenAI's ad testing policy includes key risk controls.

1. The test is limited to free and Go version users in the U.S., with strict data protection preventing sale to advertisers and user-controlled settings.

2. Subscription versions remain ad-free, mitigating negative impacts and offering positive response measures.

Growth markets and opportunities are emerging in the new GEM field.

1. The ad launch spurs the Generative Engine Marketing (GEM) market, allowing cross-border sellers to seek incremental growth through ad placements.

2. AI helps small businesses gain momentum, lowering competitive barriers, with demand shifting from SEO to GEO.

Collaboration models and support policies aid development.

1. OpenAI's partnerships with platforms like Walmart offer sellers insights into e-commerce integration models.

2. Risk note: user experience must not be compromised. Opportunity: leverage data control mechanisms to build trust.

Advertising mechanisms inspire product production and design needs.

1. Ads based on user conversations (e.g., seasonings in cooking chats) inspire customized production and targeted design.

2. Direct user interaction and purchasing simplify supply chain processes, promoting rapid sales and inventory turnover.

Business opportunities expand with AI e-commerce trends.

1. Cross-border exporters can use GEM ad placements to promote products and enter new markets.

2. Budget shifts from SEO to GEO indicate advancing digitalization, urging factories to explore online marketing.

Collaboration insights enhance supply chain efficiency.

1. OpenAI's partnerships with retailers like Target provide connection opportunities.

2. The AI e-commerce era begins, with data protection ensuring business security.

Industry trends focus on GEO and GEM technologies.

1. GEO service providers report cross-border merchants shifting budgets, while GEM emerges as a new ad tech within AI platforms.

2. Generative Engine Marketing (GEM) offers novel solutions distinct from traditional channels.

Client pain points involve marketing channel shifts and data privacy.

1. Merchants seek alternatives to SEO; service providers can offer GEM ad placement services.

2. Solution: strengthen data protection, facilitate user interaction and purchasing, and boost conversion rates.

Opportunities lie in serving small business growth.

1. AI levels competition; service providers can help clients gain momentum through ads.

2. Integrate with OpenAI's platform while managing risks like user experience.

Business demand drives platform ad testing and partnerships.

1. Merchant demand for AI ad platforms grows; OpenAI demonstrates ad mechanisms based on user conversations.

2. Platform strategies include e-commerce collaborations (e.g., with Shopify) to launch AI-commerce integration.

Merchant recruitment and operations require focus on mechanism design.

1. Open ads attract cross-border merchants for placements, necessitating content display and labeling management.

2. Risk avoidance: ensure data protection and user-controlled settings to prevent trust issues.

Risk controls support sustainable platform development.

1. Subscribers receive ad-free service, offering differentiated value.

2. Emphasize that conversation content remains unbiased to maintain platform integrity.

Industry developments highlight AI advertising and e-commerce integration.

1. OpenAI accelerates commercialization, with Generative Engine Marketing (GEM) emerging as a new business model.

2. Partnerships with retailers mark the start of the AI-commerce era, signaling industry transformation.

New issues involve data privacy and competitive impact.

1. Balancing user experience with commercial interests; OpenAI implements data control mechanisms.

2. AI narrows competitive gaps, aiding small business development and prompting policy considerations like user protection.

Policy recommendations and business model evolution.

1. Stress data non-sale to advertisers and user control, providing regulatory insights.

2. GEM spawns new markets, inspiring research on digital marketing evolution.