OpenAI is quietly expanding its advertising infrastructure, giving UK businesses early access to a self-serve Ads Manager for ChatGPT — a signal that the company is building out the tools needed to scale advertising on its rapidly growing AI platform.
What’s happening. OpenAI has begun rolling out Ads Manager Beta to businesses in the UK, according to an email sent to advertisers announcing availability of the platform.
The self-serve interface allows businesses to create advertising accounts and begin exploring campaign management tools with minimal setup friction.
How it works. The Ads Manager dashboard is organized into four core areas: campaigns, tools, billing and settings.
The interface is designed to be familiar to digital marketers, with user management and campaign controls accessible through a simplified navigation structure.
For agencies. OpenAI is advising agencies and freelancers not to create accounts on behalf of clients.
Instead, clients should:
- Create their own Ads Manager account.
- Navigate to Settings → Users → Invites.
- Invite agency partners with appropriate permission levels.
Once invited, users receive an email prompting them to accept access and can then switch between client accounts within the platform.
The catch. Unlike Google Ads’ Manager Account (MCC) structure, advertisers cannot currently view or manage multiple accounts simultaneously from a centralized interface. Users can switch between accounts, but each account must be accessed individually.
Why we care. Access to Ads Manager gives UK brands and agencies the opportunity to understand the interface, workflows, and account structure before broader adoption begins.
By removing requirements such as upfront billing information and simplifying account creation, OpenAI is lowering barriers for marketers who want to test and familiarize themselves with ChatGPT’s emerging advertising ecosystem.
What to watch. The UK rollout offers one of the clearest indications yet that OpenAI is moving beyond experimentation and toward a scalable advertising platform.
The next questions for advertisers will be less about account setup and more about inventory, targeting capabilities, measurement tools, and how ads ultimately appear inside ChatGPT conversations.
For now, marketers are getting their first hands-on look at the infrastructure that could underpin OpenAI’s future advertising business.
First spotted. The update was spotted by Head of Paid Media at Evoluted, when he shared the comms he received on LinkedIn.
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