ChatGPT advertising is already in use, but agency leaders say the offering remains a work in progress. Four agency chiefs spoke about three clear themes: what the platform currently supports, the capabilities marketers are still waiting for, and how the system has reacted to early campaign tests.
What’s available in ChatGPT advertising
The agency leaders described a subset of advertising capabilities that are already accessible on the platform. Their assessments focus on the practical tools and placements that advertisers can deploy today, providing a baseline for brands that want to experiment with ChatGPT as a marketing channel.
What marketers still need
Those same leaders also highlighted gaps between what exists and what marketers expect from a mature advertising product. Their comments emphasize outstanding needs around functionality, measurement and workflow integration—areas they view as critical before ChatGPT advertising can be treated like established digital channels.
Early tests and platform response
According to the agencies, initial tests have produced informative signals about performance and user experience, and they have prompted iterative changes on the platform. The leaders noted that these early experiments are shaping both advertiser tactics and platform development priorities.
Why this matters for brands
Taken together, the perspectives of the four agency leaders sketch a market in transition: ChatGPT advertising is usable now for exploratory campaigns, but many advertisers are waiting for expanded features and clearer measurement before committing large budgets. For marketers, the current moment is therefore one of controlled experimentation coupled with close attention to how the platform evolves.
The next steps to watch
Agencies expect further platform updates and more comprehensive testing data to clarify where ChatGPT advertising fits within wider media plans. For brands considering trials now, the advice implicit in these leaders’ assessments is to align tests with specific learning goals and to monitor platform changes that could affect targeting, creative formats and attribution.
In short, ChatGPT advertising is live enough to try—but, as the four agency leaders underline, it is not yet the finished product many marketers are waiting for.
