Criteo joins OpenAI Advertising Pilot in ChatGPT. Criteo, the global platform connecting the commerce ecosystem, today announced it is the first advertising technology partner integrating with OpenAI’s advertising pilot in ChatGPT Free and Go versions in the United States.
The integration marks a significant milestone in the evolution of AI-powered advertising, as brands explore new ways to engage consumers within large language model (LLM) environments.
“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.”
High-Intent Traffic from LLM Platforms
According to aggregated insights observed across Criteo’s U.S. clients, users referred from LLM platforms such as ChatGPT convert at approximately 1.5 times the rate of other referral channels. This data reinforces the high-intent nature of conversational AI-driven discovery.
As conversational search and AI-assisted recommendations gain momentum, the advertising pilot aims to evaluate how brands can participate in ChatGPT’s ecosystem while driving incremental demand back to retailer and brand destinations.
Industry analysts note that this development signals the growing commercial maturity of generative AI platforms, positioning them not only as information tools but also as high-value commerce channels.
Commerce Media at Scale
Criteo activates more than $4 billion in annual media spend and works with over 17,000 advertisers globally, connecting brands, retailers, and publishers through commerce intelligence and AI-driven decisioning technology.
The company’s platform supports cross-channel performance outcomes across digital environments, including retail media networks, open web advertising, and now emerging conversational AI surfaces.
By integrating with OpenAI’s advertising pilot in ChatGPT Free and Go versions in the United States, Criteo expands its reach into AI-native discovery environments — a move that could redefine how performance marketing operates within generative AI ecosystems.
The Future of Agentic Commerce
The rollout of the integration will begin in the coming weeks as part of OpenAI’s ongoing advertising pilot in the U.S. market.
The collaboration underscores a broader shift toward “agentic commerce,” where AI assistants actively participate in product discovery, comparison, and decision-making processes. As consumer journeys increasingly begin in conversational interfaces, platforms and advertisers are adapting to ensure experiences remain relevant, transparent, and trust-driven.
With this move, Criteo positions itself at the forefront of AI-powered advertising innovation, potentially reshaping digital commerce strategies in 2026 and beyond.
