WPP Media joins Open Ai Ads Pilot Programme

WPP Media has announced its participation in the OpenAI Ads Pilot Programme, designed to test advertising within the free and Go versions of ChatGPT for users in the United States. The pilot aims to gather early feedback from both advertisers and users to inform ad development and ensure value creation.

The program involves clients across multiple sectors including automotive, CPG, entertainment, gaming, luxury, retail, technology, and travel. Participating brands include Adobe, Audemars Piguet, Audible, Ford, Mazda, and Mrs. Meyers.

Ads are tested under controlled conditions aligned with brand values and OpenAI’s advertising principles. WPP Media’s focus is on understanding user interactions with ad formats and messaging within ChatGPT to identify opportunities for trust-building and value creation.

Advertiser perspectives

Tom McKenna, Global Head of Media, Ops and Business Development, Audible: "AI has fundamentally changed how people plan their lives and by extension engage with brands. We're excited to join the OpenAI Ad Pilot Program to reach new audiobook listeners through a platform they're already using daily. This test allows us to explore ways to meet customers where they naturally are – in the AI-powered spaces that have become part of their everyday routine."

Brad Audet, Chief Marketing Officer, Mazda North American Operations: "Exploring new media environments responsibly is critical as marketing continues to evolve. Through this pilot program, we’re learning how AI-enabled advertising can strengthen the human connection between our brand and our customers - delivering more relevant, meaningful experiences while remaining effective, respectful, and rooted in trust."

Doug Wyatt, Sr. Director, Growth Media, Americas, Adobe: "We view this pilot as the natural progression of the work we’ve been doing to understand LLM‑driven customer behavior. We’re excited to partner with OpenAI and WPP Media to gain deeper insight into how people engage with AI tools in high‑intent, conversational moments - and how we can show up in ways that create meaningful value for our customers."

OpenAI perspective

Asad Awan, Ads and Monetization Lead, OpenAI: "We believe ads play an important role in continuing to support broad access to AI. By working closely with partners like WPP Media in this pilot, we’re able to thoughtfully test new ad experiences and learn together to ensure ads are separate and clearly distinct, relevant, and useful while maintaining the trust people place in ChatGPT."

WPP Media will use its measurement frameworks to evaluate ad effectiveness within ChatGPT, working with clients and OpenAI to identify early indicators and develop shared learning frameworks. This approach aims to move beyond isolated tests to understand engagement, impact, and long-term value as the platform evolves.

www.wppmedia.com

www.openai.com

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