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Testing ChatGPT ads—what brands need to know about AI strategy, with Asa Hiken
Episode 30
Friday, 17 April, 2026

Tech Reporter Asa Hiken gives a vibe check on how advertisers are feeling about OpenAI two months after it launched ads on ChatGPT, and how the AI company is stacking up against competitors Google's Gemini and Anthropic's Claude. Plus, he gives advice for developing a brand AI strategy as products develop, and reacts to a live test of how paid ads may influence organic chat results. Dig deeper on the topics mentioned in this week's episode: ~The state of ChatGPT ads post-launch ~Why ChatGPT's Instant Checkout faced challenges ~Lessons from OpenAI sunsetting Sora ~Listen: AI search strategy 101 ~Apply for Ad Age's Mid-Size Brand Leaders award ~Listen to the Marketer's Brief podcast