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The proposal is sitting in your budget deck: test ChatGPT ads this quarter. Your CMO wants an answer by Friday. The pitch sounds compelling, a brand-new ad surface with billions of daily prompts and no minimum spend since May. But you’ve also seen the numbers floating around: click-through rates under 1%, CPMs that started at […]
In February, running ads on ChatGPT required a $200,000 commitment. By May, the minimum was zero. If you priced this channel out three months ago and walked away, the number you saw no longer exists. That speed is exactly why budget conversations about ChatGPT ads keep stalling: nobody’s sure which figures are still true. Here’s […]
You spent two years earning your position as the answer ChatGPT gives when someone asks about your category. Then a teammate sends you a screenshot: the organic response still cites your brand, but directly below it sits a Sponsored card. It belongs to your closest competitor, and it’s the last thing the user sees before […]
Your team probably has one playbook for AI search. As of February 2026, you need two. Within nine days of each other, the two most-watched AI answer engines made opposite bets: OpenAI switched ChatGPT ads on for millions of free users, while Perplexity shut its ad program down for good. Same market, same month, contradictory […]
Your first ChatGPT ads campaign has been live for six weeks. OpenAI’s Ads Manager shows healthy impressions and a reasonable engagement rate. Then you open GA4 to check conversions, and the channel barely exists. A few stray sessions, almost no attributed revenue, and a Direct traffic line that’s quietly grown 18% with no explanation. The […]
Your next enterprise buyer might never visit your website. Not because they found a competitor first, but because they never searched at all. They handed the entire vendor research project to an AI agent, walked away for an hour, and came back to a finished shortlist. If your brand isn’t on that shortlist, you didn’t […]
Ask ChatGPT a question about your product category today, and the answer depends on something most marketing teams never check: which model is actually doing the answering. A free user, a Plus subscriber, and a developer calling the API can each get responses generated by different models, with different reasoning depth and different citation habits. […]
The mention baseline your team built over the past year of GPT-5.5 monitoring stopped meaning anything on July 9, 2026. That’s when OpenAI publicly released GPT-5.6 after a two-week government review period, replacing a single model with three tiers named Sol, Terra, and Luna. Different retrieval behavior, a refreshed knowledge base, and a new user distribution across […]
Your team spent the last year building domain authority and defending page-one rankings. Then on July 9, OpenAI shipped ChatGPT 5.6, and every assumption baked into those rankings quietly reset. A model generation change isn’t a feature update. It’s a reshuffle of which sources get trusted, which brands get named, and which get filtered out […]
You spent months building a stable brand presence in ChatGPT’s answers. Structured data, entity building, content restructuring. By late June, your mention rate finally looked predictable. Then OpenAI swapped out the engine underneath. On July 9, 2026, GPT-5.6 rolled out across ChatGPT, Codex, and the API, replacing the model that generated most of the AI answers […]
Someone asks ChatGPT whether your brand is trustworthy. The answer it gives pulls from a two-year-old Reddit thread, a forum complaint you resolved long ago, and a competitor’s comparison page. Your review scores are strong, your press coverage is clean, and none of it shows up in the response. That’s the uncomfortable reality of 2026: […]
Your team finally ran an AI visibility check. The report came back: 42 out of 100. Now what? Nobody on the team can say whether 42 is bad, why it’s 42 and not 60, or which of next quarter’s content projects would actually move it. Meanwhile, leadership saw the same number and wants a plan […]
