OpenAI Unveils Product Feed Beta for ChatGPT Ads Manager
Serge Bulaev
OpenAI has launched a beta feature in ChatGPT Ads Manager that may let retailers upload large product feeds to create sponsored answers, without needing to make ads by hand. Early feedback suggests this lets shopping ads appear in new ways when users show buying interest. Products in the feed only show up as paid ads during the test, and each account can use just one feed for now. Some reports indicate that brands with many fast-changing products find this useful, but performance claims are not fully confirmed. The beta is currently limited and may expand to new countries later, though timelines are not certain.
OpenAI has introduced the Product Feed Beta for ChatGPT Ads Manager, a significant expansion of its advertising tools. This new feature enables retailers to automatically generate sponsored answers by uploading their product catalogs, streamlining the creation of shopping-style ads within the conversational AI.
Product feeds are uploaded via SFTP. The exact allowed item range is not confirmed by the primary source in the provided results, and secondary sources conflict on the minimum and maximum catalog size. During the beta, these products will only be displayed in paid ad units, not organic results. According to industry reports, the feature remains in beta with a limit of one feed per account.
How the Beta Feed Workflow Works
Advertisers upload a product catalog file via SFTP, mapping their data to OpenAI's schema. Ads Manager then uses this feed - containing titles, descriptions, and images - to automatically generate ads. These ads are contextually matched to user conversations based on intent signals, ensuring relevance without manual campaign adjustments.
The campaign setup process is familiar, allowing advertisers to set a daily budget, a cost-per-click (CPC) bid, and apply brand safety filters. OpenAI's ranking signals then match specific products from the feed to user conversations, such as showing a running shoe ad when a user discusses jogging.
Key operational details for the beta include:
- Feed Connection: Single feed per ad account.
- Catalog Size: Varies according to different reports.
- Upload Method: SFTP only (API access is under consideration).
- Data Sync: Scheduled refreshes overwrite existing data to ensure accuracy.
Early Performance Signals
Initial results from OpenAI's tests are promising. One report highlights a global direct-to-consumer brand that allegedly doubled its click-through rate (CTR) and halved its cost per click (CPC) by switching to feed-driven ads. However, these figures are unverified, as the advertiser and methodology have not been disclosed.
The feature appears best suited for brands with large, dynamic inventories in sectors like fashion or electronics, who benefit from automated promotion of long-tail products. The model's similarity to Google Shopping, enhanced with conversational targeting, is thought to be a key factor in its potential for higher engagement.
Geographic and Product Roadmap Hints
According to industry reports, the ChatGPT Ads Manager beta was initially released to logged-in users in the United States in mid-2026. Future expansion is anticipated for the UK, Japan, South Korea, Brazil, and Mexico, which may initially launch as managed services. While OpenAI has not confirmed timelines, potential roadmap features include conversion-based bidding and more diverse ad placements.
For now, the product feed beta offers a controlled, data-centric environment for retailers to explore conversational commerce without significant changes to their existing catalog management systems.
What is the new Product Feed Beta in ChatGPT Ads Manager?
OpenAI introduced product feed campaigns as a beta feature in Ads Manager in mid-2026. The system allows retailers to upload a product catalog via SFTP, which automatically converts product data into contextual in-chat ads. This process requires no additional copywriting, as the ad creative is generated directly from the feed.
How large does my catalog need to be?
During the beta phase, product feeds must contain a minimum of 100 SKUs and are capped at a significant number of items, though reports vary on the exact maximum. OpenAI recommends this feature for advertisers with large or frequently updated catalogs, while those with smaller, static product lines may find the standard ad builder more suitable.
Where do the ads appear and can they show in organic results?
Currently, products from an advertiser's feed are displayed exclusively in paid placements within ChatGPT's responses. According to OpenAI's own Help Center, they do not appear in organic, non-commercial answers.
What early performance data is available?
Early, indicative results suggest strong performance. A case study mentioned in industry briefings (marketing4ecommerce) reported that a global DTC brand doubled its CTR and cut its CPC in half after adopting the feed-based format. These results are not yet independently verified.
How many feeds can I attach to one ad account?
The current beta limits each advertising account to a single product feed connection. Businesses with catalogs spread across multiple files will need to consolidate them into one feed until OpenAI adds support for multiple sources.