Criteo scales OpenAI ChatGPT ad integration

Criteo says its integration with OpenAI’s advertising pilot in ChatGPT is gaining momentum, with more than 1,000 brands now running campaigns through the API-based system.

The partnership, announced in March 2026, positions Criteo as the first ad technology partner integrated into ChatGPT’s advertising ecosystem. It enables marketers to activate campaigns across conversational AI environments as part of broader cross-channel commerce strategies.

Expansion of ChatGPT advertising capabilities

OpenAI has begun extending its advertising offering with the introduction of self-service tools, widening access for advertisers and agencies. Criteo’s role focuses on connecting this inventory to existing performance marketing workflows, allowing brands to manage ChatGPT placements alongside other digital channels.

The integration is also being extended across markets including Australia, Canada and New Zealand, with Criteo enabling international activation through its platform.

Early adoption driven by brands and agencies

According to Criteo, uptake has included both existing clients and new advertisers, with small and mid-sized businesses accessing the format through its Criteo GO self-service platform.

The company reports that advertisers are treating ChatGPT placements as an incremental channel rather than shifting budgets from existing media, while agencies are testing conversational AI formats within established planning and buying processes.

Brand and agency perspectives on AI commerce

Laura Cobertera, Digital Marketing Director, Foot Locker Asia Pacific: "We see ChatGPT as a new way to show up for our customers earlier in their decision-making journey. Working with Criteo on this pilot is helping us meet shoppers where they’re actively exploring options and looking for recommendations."

Colleen Gomez, Global Head of Channel eCommerce, HP: "Criteo has enabled us to explore media within emerging AI environments like ChatGPT, unlocking a new opportunity that hasn’t previously been accessible. This partnership gives us a valuable test-and-learn foundation to understand how this emerging channel can complement traditional search and our broader omnichannel strategy."

Ben Zieschang, Senior Performance Manager, Petbarn: "ChatGPT is a new way to connect with pet parents. Working with Criteo on this pilot enables us to engage while they’re actively researching what’s best for their pet."

Michelle Merklin, VP of Paid Search Innovation & Growth, Tinuiti: "Criteo has enabled us to explore media within emerging AI environments like ChatGPT, unlocking a new opportunity that hasn’t previously been accessible. This partnership gives us a valuable test-and-learn foundation to understand how this emerging channel can complement traditional search and our broader omnichannel strategy."

Joe Yakuel, Founder & CEO, WITHIN Agency: "Working with Criteo on its ChatGPT integration has given us an early opportunity to explore how AI-driven discovery can support a range of brands, including those with more traditional marketing approaches. We’re focused on understanding how to engage consumers in these environments while balancing performance across channels."

Strong engagement signals from AI referrals

Criteo reports that traffic from large language model platforms is delivering higher performance than traditional channels. It states that users referred from conversational AI are converting at significantly higher rates, particularly in categories such as consumer electronics, home and garden, and lifestyle products.

Click-through rates are also reported to be substantially higher than comparable digital formats, indicating strong user engagement in conversational environments.

Focus on scaling AI-native advertising

Criteo says its next phase of development will focus on integrating AI-driven environments into its broader commerce platform, expanding access for smaller advertisers, and working with OpenAI to refine ad formats and measurement approaches.

The company also emphasises maintaining relevance and user experience as conversational AI advertising scales, with an emphasis on contextually relevant product recommendations.

www.criteo.com

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