John Brown
Member
Quartile has become a technology partner supporting advertising in ChatGPT, expanding its AI-powered advertising capabilities into conversational product discovery. The partnership gives participating brands access to ChatGPT Ads through Quartile’s existing tools and workflows, creating a new opportunity to reach consumers during active shopping research and conversational advertising.
Quartile Brings Advertising Into ChatGPT
Quartile announced the technology partnership on September 21, 2026, positioning ChatGPT as a new environment for brands looking to engage consumers while they research products, compare options, and make purchasing decisions.ChatGPT has more than 1 billion weekly active users, according to Quartile. The company sees this growing conversational environment as another channel where brands can participate in product discovery and connect advertising with consumer intent.
Through the partnership, participating advertisers can access ChatGPT advertising through Quartile’s established technology and workflows. This allows brands to incorporate the emerging channel into broader media strategies rather than managing it as an entirely separate advertising operation.
Connecting Retail Media With Conversational Discovery
Traditional digital advertising often depends on search queries, social feeds, marketplace activity, or predefined audience segments. Conversational AI introduces another type of consumer journey.Users can ask questions, explore products, compare alternatives, and continue refining their requirements within a single conversation.
Quartile’s ChatGPT Ads offering is designed around these discovery moments. The company says its technology can help brands reach consumers while they are actively evaluating products and deciding what to purchase.
This creates a different context for retail media because consumers can communicate their needs through natural-language conversations rather than relying solely on short search terms.
ChatGPT Ads Remain Separate From AI Responses
Quartile says ChatGPT Ads are clearly labeled and visually distinct from ChatGPT’s responses.This separation is intended to maintain transparency between sponsored content and organic AI-generated responses. According to the company, advertisements do not influence ChatGPT’s answers.
OpenAI has also described its advertising approach as keeping ads separate from ChatGPT responses while giving advertisers additional ways to purchase and measure campaigns. The company introduced partner-based buying alongside its beta self-service Ads Manager and CPC bidding earlier in 2026.
For advertisers, this structure provides a way to participate in the new channel while maintaining a clear distinction between advertising and conversational responses.
Quartile Extends Its Experts + AI Approach
The ChatGPT partnership also expands Quartile’s broader “experts + AI” approach.The company combines automated technology, data, and AI with the strategic expertise of advertising professionals. Quartile says this model is intended to provide the scale and speed of automation while retaining human oversight for campaign strategy and decision-making.
Daniel Knijnik, CEO and Co-Founder of Quartile, said the company sees AI as creating new ways for consumers to discover products, while successful advertising still requires strategic judgment and expertise.
The ChatGPT partnership therefore adds another environment where Quartile can apply its technology and advertising experience.
Preparing Product Data for ChatGPT Ads
Quartile’s dedicated ChatGPT Ads offering provides tools for preparing product information for campaigns.The company says its platform can help organize product catalogs for ChatGPT advertising, including product imagery, titles, copy, and destination URLs. This preparation is designed to make it easier for brands to incorporate ChatGPT Ads into existing media strategies.
Product information becomes particularly important in conversational commerce because consumers may discover products through detailed discussions rather than direct searches.
Accurate product information can help brands present consistent messaging as consumers move through the discovery and evaluation process.
Connecting Campaigns With Commerce Outcomes
Quartile also aims to connect ChatGPT advertising activity with broader commerce performance.Its ChatGPT Ads offering brings campaign and commerce data together to provide visibility across parts of the customer journey, including ad engagement, conversions, Amazon-attributed sales, and Shopify sessions.
This approach gives advertisers a way to evaluate the emerging channel alongside other commerce and digital advertising activities.
Instead of viewing ChatGPT advertising as an isolated experiment, brands can incorporate campaign data into broader performance analysis.
Quartile Supports Emerging Advertising Channels
Quartile manages advertising across major commerce and digital channels. The company says it supports more than 5,300 brands and sellers worldwide and manages more than $2 billion in annual advertising spend.Its existing experience across retail media provides the foundation for expanding into conversational advertising.
The company also works across major commerce platforms and advertising channels, allowing it to apply existing knowledge around product selection, demand signals, seasonality, conversion, and media performance to emerging channels.
The ChatGPT partnership adds conversational product discovery to that broader advertising ecosystem.
ChatGPT Ads Enter a New Phase
ChatGPT advertising remains in a pilot stage, according to Quartile’s current offering page. The company is positioning the early stage as an opportunity for brands to establish a presence while the channel continues to develop.OpenAI has expanded access to ChatGPT advertising through technology and agency partners while also developing self-service campaign tools. Advertisers can manage budgets, bids, creative assets, campaigns, and performance through the available advertising infrastructure.
Quartile's entry adds another technology partner to this developing ecosystem.
AI Changes the Customer Discovery Journey
The growth of conversational AI is changing how consumers find and evaluate products.Instead of searching for a product using a few keywords and reviewing a list of results, shoppers can describe what they need, ask follow-up questions, compare alternatives, and refine their preferences through an ongoing conversation.
For marketers, this creates new opportunities and new challenges. Brands need to understand how their products appear within conversational discovery and how advertising can complement organic product recommendations without disrupting the user experience.
Quartile's ChatGPT partnership is designed to help brands navigate this emerging environment.
Bringing Retail Media Into Conversational Commerce
The partnership also highlights the convergence of retail media, artificial intelligence, and conversational commerce.Retail media has traditionally focused on environments where consumers are already shopping, such as marketplaces and retailer websites. ChatGPT introduces another environment where consumers can explore products and make decisions before reaching a conventional shopping destination.
Quartile's technology aims to connect these discovery moments with existing commerce advertising strategies.
The company says its ChatGPT Ads solution can help brands manage campaign setup, product feed integration, conversion tracking, targeting, budget decisions, and ongoing optimization through a dedicated team.
Quartile Expands Its AI Advertising Strategy
The addition of ChatGPT Ads represents another step in Quartile's expansion into AI-powered advertising.By combining its retail media technology with conversational advertising, Quartile is positioning itself to help brands participate in a customer journey that increasingly takes place through AI interfaces.
The company will continue applying its data, automation, and advertising expertise as ChatGPT Ads develops. Its approach is focused on connecting emerging AI advertising opportunities with established commerce strategies and measurable business outcomes.
As conversational AI becomes another channel for product discovery, partnerships such as Quartile's with ChatGPT demonstrate how advertising platforms are adapting to changing consumer research and purchasing behavior.
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