Looks like OpenAI is getting serious about managing its marketing for ChatGPT by hiring the right people. They’ve posted a job for a Growth Paid Marketing Platform Engineer who will build tools for ad platform integration and campaign management. This new hire will be a part of the “ChatGPT Growth team” that aims to strengthen OpenAI’s marketing infrastructure.
While OpenAI has hinted at exploring advertising, they currently lack the tools for managing efforts within ChatGPT. This hiring notice suggests a clear direction for their in-house ad platform, indicating a bigger plan for growth.
The job listing highlights the need for someone who can join the ChatGPT Growth team to enhance OpenAI’s marketing performance. This individual will work on creating campaign management tools, linking them with major ad platforms, and developing systems to track performance in real-time. There’s also a mention of establishing experimental frameworks to meet marketing goals effectively.
They’re looking for someone to lay down the foundation for their MarTech infrastructure, which would make their marketing investments much more efficient and easier to measure, according to the job description.
Recently, talks are swirling around OpenAI’s increasing involvement in advertising. As reported by Alex Heath, OpenAI’s CEO of Applications, Fidji Simo, is currently on the lookout for candidates to lead a new team dedicated to integrating ads into ChatGPT. Simo, who previously ran advertising at Instacart, aims to apply that experience in this new role.
OpenAI hasn’t replied to inquiries about this positioning.
Typically, only industry giants like Google, Meta, or Amazon create their own ad-buying systems—most companies usually turn to agencies for campaign automation. For example, Universal McCann is managing social media buys for Perplexity while handling streaming placements internally.
By building its own platforms, OpenAI indicates a desire to exercise more control over its ChatGPT marketing. Sources suggest this initiative could fundamentally change how brands approach media buying, according to analysis shared with ADWEEK.
Jacob Bourne, an analyst at eMarketer, noted that OpenAI seeks to manage advertising internally for more control over spending on platforms like Google and Meta. He pointed out that outsourcing might lessen control and increase risk, especially given where the company currently stands in the market.
It’s indeed interesting to see a formerly non-profit lab like OpenAI shifting toward more commercial goals, reflecting their transition into a for-profit model aiming to generate revenue.
This hiring also follows OpenAI’s recent appointment of Omnicom Media Group’s PHD as its global media agency to help with managing global media planning and buying.
Over the last year, OpenAI has brought on board several seasoned executives with advertising expertise and tested shopping and e-commerce integrations via ChatGPT. Meanwhile, the AI chatbot has seen explosive growth, soaring to 700 million weekly active users in August—a massive rise compared to the previous year, and it’s now available on Apple devices.
Additionally, OpenAI is advancing toward being a public benefit corporation while simultaneously resolving financial business with Microsoft. Analysts note that these movements indicate an emphasis evolving toward generating revenue along with developing AI tools.
Some adtech insiders have posited that this ad platform could one day stand alone as a product. Imagine having ChatGPT take care of setting up a campaign by outlining goals, selecting platforms, executing ads, and reviewing performance—all on its own.
As one anonymous ad tech executive put it, “Not many companies pursue this approach. If OpenAI becomes successful with its own platform, it could transform it into a standalone product and potentially sidestep agencies altogether.”
