Marketers are abuzz about OpenAI putting ads inside ChatGPT.
That’s the wrong thing to obsess over.
It’s like arguing about banner placement while the entire commercial layer of the internet is being rebuilt underneath us.
Right now, the debate is framed as a familiar binary: ads vs. no ads. OpenAI is testing sponsored results inside conversational experiences. Anthropic is positioning Claude as a trusted, ad-free assistant. Predictably, the industry response has been to ask: “Where will the ads go?”
Look at what Google, Microsoft, and Meta…

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