Williams-Sonoma Tests Ads in ChatGPT as OpenAI Launches Ad Pilot

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2.19.2026

Quick Facts

Williams-Sonoma joins OpenAI’s first advertising pilot program in ChatGPT alongside Target and Albertsons
ChatGPT serves 800 million weekly users, with ads appearing only for logged-in users on Free and Go subscription tiers
AI-driven search ad spending in the US projected to jump from $1.1 billion in 2025 to $26 billion by 2029

Williams-Sonoma announced its participation in OpenAI’s advertising pilot program, becoming one of the first retailers to test ads within ChatGPT.

The home furnishings company joins Target and Albertsons in the pilot, which displays sponsored content to ChatGPT’s 800 million weekly users. Ads appear only for logged-in users on Free and Go subscription tiers. Plus, Pro, Business, Enterprise and Education subscribers remain ad-free.

OpenAI charges advertisers on a cost-per-view model based on total impressions. The company matches ads to conversation topics and past interactions while keeping chat histories private from advertisers.

“AI is rapidly enhancing product discovery and becoming an integral part of how consumers make informed purchasing decisions,” said Williams-Sonoma President and CEO Laura Alber. “By collaborating with OpenAI in this early test, we have the opportunity to help develop a new advertising approach.”

The move comes as AI transforms digital commerce. Traffic from ChatGPT to Target grows 40% monthly on average. EMarketer projects AI-driven search ad spending in the United States will surge from $1.1 billion in 2025 to $26 billion by 2029.

Williams-Sonoma has already invested heavily in AI technology. The company launched Olive, an AI culinary companion, and deployed chat automation that resolves 60% of customer inquiries without human assistance. The automation cuts handle times from 23 minutes to five minutes.

“We believe we’ll be a leader in the use of AI in our operations and in our industry,” Alber said. “AI will be a key component in driving record sales and margin.”

OpenAI plans $1 billion in free user monetization starting in 2026, growing to $25 billion by 2029. The company expects 20% of its revenue to come from shopping and advertising-related features.

For Williams-Sonoma, the pilot represents a strategic move to reach customers in high-intent environments. E-commerce accounts for 66% of the company’s total revenue.