聊天机器人已从教师、顾问、程序员和陪伴者等角色转向新的销售角色，广告越来越频繁地出现在日常对话、搜索、编辑甚至私密时刻中。随着它们变成广告机器人，AI 行业与广告行业都面临关键拐点，尽管仍处于早期阶段，一种新的营销范式正在出现。

OpenAI 正在 ChatGPT 中测试广告，谷歌自去年起在 AI 模式中运行广告，微软已将其接入 Copilot，亚马逊的 Rufus 支持品牌赞助回复，Meta 则把聊天信号输送给 Facebook 和 Instagram 以改进定向。OpenAI 今年预计现金消耗约 250 亿美元、明年约为其两倍，急需为超过 9 亿周活跃免费用户变现，eMarketer 预计到 2027 年 Meta 将凭借 2430 亿美元广告收入超过谷歌；OpenAI 也被报道预计 ChatGPT 广告收入今年 25 亿美元、2027 年 110 亿美元，并在 2030 年目标 1000 亿美元。

Similarweb 称 OpenAI 和 Google 的广告目前仅覆盖约 1% 的 ChatGPT 对话，以及更低比例的 Google AI 模式，但谷歌在 AI 模式中 98.5% 的广告在首次查询时就出现，而 ChatGPT 则超过一半广告会延后，近三分之一在第十轮之后才出现。OpenAI 广告中有 81% 属于品牌建设型，72% 并非在对话最后一轮展示，且有广告和无广告的会话平均都约为 20 轮，这意味着用户尚未逃离聊天；但广告主仍面对薄弱的效果与人群定向数据、难以依赖点击后的后验归因、以及生成式个性化文案可能过度承诺的品牌安全风险。

Chatbots have moved from roles such as teachers, counsellors, coders, and escorts into a new sales role, with advertisements increasingly appearing in ordinary conversations, search, editing, and even private moments. As they become adbots, both the AI and advertising industries face a strategic inflection point, and a new category of marketing is emerging despite still being in an early stage.

OpenAI is testing ads in ChatGPT, Google has run them in AI Mode since last year, Microsoft has integrated them into Copilot, Amazon’s Rufus supports sponsored replies, and Meta is feeding chat signals to Facebook and Instagram to improve targeting. OpenAI expects to burn about $25bn this year and roughly double next year, so it is under pressure to monetize over 900m weekly free users, while eMarketer forecasts Meta overtaking Google with $243bn in ad revenue by 2027; OpenAI is also reported to target $2.5bn in ChatGPT ad revenue this year, $11bn in 2027, and $100bn by 2030.

Similarweb says ad coverage is currently about 1% in ChatGPT conversations and even lower in Google AI Mode, but Google serves 98.5% of its AI Mode ads on the first query while ChatGPT pushes more than half later, with nearly one-third after the tenth turn. OpenAI’s ads are 81% brand-building, 72% are not shown on the final turn, and conversations average about 20 turns whether or not ads appear, suggesting users are not abandoning chats, yet advertisers still face weak performance and demographic targeting data, uncertain post-view attribution, and brand-safety risk from AI-generated personalized copy that can overpromise.

Source: Why your AI assistant is suddenly selling to you

Subtitle: Sponsored chats are changing the way digital advertising works

Dateline: 4月 23, 2026 03:39 上午