Mumbai: Criteo, the global platform connecting the commerce ecosystem, has announced that it is the first advertising technology partner integrating with OpenAI’s advertising pilot in ChatGPT Free and Go versions in the United States.
The collaboration is aimed at enabling brands to tap into Criteo’s digital advertising capabilities within emerging AI-driven conversational environments, as OpenAI explores advertising formats across its Free and Go tiers of ChatGPT in the U.S.
“This integration with OpenAI represents an exciting step forward in advancing advertising in an emerging AI experience,” said Michael Komasinski, Chief Executive Officer of Criteo. “Through this pilot, we are helping shape how advertising can support discovery and consideration within Large Language Model (LLM) platforms, grounded in experiences that are additive, relevant, and built on user trust.”
According to aggregated insights observed across Criteo’s U.S. clients, users referred from LLM platforms such as ChatGPT convert at approximately one and a half times the rate of other referral channels, underscoring the high-intent nature of AI-led discovery journeys. As conversational interfaces increasingly influence how consumers research and evaluate products, the pilot offers brands an opportunity to assess how advertising within ChatGPT can drive incremental demand and qualified traffic to retailer and brand destinations.
Criteo activates more than $4 billion in annual media spend and works with over 17,000 advertisers globally. The company connects brands, retailers and publishers through commerce intelligence and AI-driven decisioning technology to deliver cross-channel outcomes. This scale and data-driven approach position Criteo to support commerce-focused advertising across categories and digital environments, including emerging discovery surfaces such as conversational AI platforms.
The integration is expected to begin rolling out in the coming weeks as part of the ongoing advertising pilot in ChatGPT in the United States.
