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The partnership gives brands that advertise on Amazon access to ChatGPT's ad platform, which has reached $1 billion in annualized revenue
Matthias Balk/picture alliance via Getty Images
Amazon $AMZN announced a partnership with OpenAI on Thursday, giving brands on its advertising platform the ability to place ads within ChatGPT, with a U.S. rollout starting among a limited group of brands.
The deal represents a significant turn for a company that had blocked AI assistants such as ChatGPT, Anthropic's Claude, and Google $GOOGL's Gemini from tapping into its online retail ecosystem, even as it developed competing AI-powered shopping features of its own. In a blog post, Amazon described conversational ad formats of the kind found in AI chatbots as the "fastest growing engagement opportunity" available to brands trying to connect with shoppers.
