ChatGPT Ads expands features and enters Brazilian market with Grupo Boticário pilot

ChatGPT Ads has introduced significant updates to its advertising platform, including automated bidding and platform-specific targeting. These updates allow advertisers to select a ‘Maximize Results’ strategy, where the system automatically adjusts bids to meet campaign objectives within a set budget. Advertisers can also control where ads appear, choosing between iOS, Android, or web surfaces.

Additionally, the ChatGPT Ads Manager now supports view-through conversion reporting, enabling tracking of conversions that occur within one day of an ad being viewed, even without a direct click. The platform has also integrated with WorkMagic, allowing advertisers to send conversion signals back to OpenAI to improve data-driven results.

In Brazil, Grupo Boticário has begun testing these advertisements. Its makeup brand, Make B., is participating in a pilot project that started in August. The ads appear below chatbot responses and are clearly identified as sponsored content, separate from the AI-generated text. This move responds to shifting consumer behaviors, where users increasingly use conversational AI to ask detailed product questions rather than relying solely on traditional keyword searches.