Albertsons Companies Signs On To Test OpenAI ChatGPT Ads

Why It Matters

The initiative signals a shift toward AI‑powered retail media, giving grocery chains a new channel to capture shoppers at the moment of intent. Success could reshape how brands allocate media budgets toward conversational platforms.

Key Takeaways

• Albertsons joins OpenAI ChatGPT ad pilot
• Ads target Valentine’s Day shopping queries
• Pilot includes Target, Williams‑Sonoma, Omnicom partners
• Conversational ads aim to boost retail traffic
• Privacy framework maintained for user trust

Pulse Analysis

OpenAI’s decision to open a retail‑media channel inside ChatGPT reflects a broader industry move toward conversational commerce. As large language models become primary information sources, brands are scrambling to embed promotional content without disrupting the user experience. The pilot, announced alongside Adobe and WPP, gives advertisers early access to a format where ads appear directly within AI‑generated answers, leveraging natural language triggers rather than traditional keyword bidding. This approach promises higher relevance, but also raises questions about measurement standards and brand safety in a context traditionally free of overt commercial messaging.

For Albertsons Companies, the timing aligns with Valentine’s Day, a peak period for food, gifts and celebratory meals. By surfacing ads when shoppers search for flowers, chocolates or party ideas, Albertsons can direct traffic to its extensive network of local stores—Albertsons, Safeway, Vons, Jewel‑Osco, Shaw’s, ACME and Tom Thumb. The clear labeling of ads preserves user trust while offering a seamless path from discovery to purchase, potentially increasing basket size and footfall. The pilot also allows Albertsons to test attribution models that link conversational ad impressions to in‑store sales, a capability that could redefine retail media ROI calculations.

The participation of multiple retailers and agencies indicates that the ad pilot could become a cornerstone of future retail media strategies. Success will hinge on balancing performance metrics with OpenAI’s privacy framework, ensuring that user data remains protected while delivering personalized offers. If the pilot demonstrates measurable lift, we may see a rapid expansion of AI‑driven ad inventory, prompting traditional media buyers to reallocate spend toward conversational platforms. Ultimately, this experiment could accelerate the convergence of search, social and AI, reshaping the competitive landscape for brands seeking to meet consumers wherever they shop.

Albertsons Companies Signs On To Test OpenAI ChatGPT Ads

By Laurie Sullivan · February 13 2026

Albertsons Companies is the latest major brand to buy media on OpenAI ChatGPT Ads. The company said it will participate in the OpenAI Ad Pilot Program following announcements from Target and Williams‑Sonoma Companies earlier this week after OpenAI announced the pilot program. OpenAI announced the pilot on Monday, along with Adobe and WPP. Then Omnicom announced it will participate based on feedback from hundreds of interested brands. As a pilot partner, Albertsons Companies will explore how the ChatGPT ads unlock value for users and brands in conversational experiences.

“Just in time for Valentine’s Day, this pilot program is yet another channel that allows us to meet customers when and how they choose to shop for convenient and easy recipes, meals, gifts and party essentials to celebrate their loved ones,” stated Jennifer Saenz, chief commercial officer at Albertsons Companies.

As part of the test, Albertsons Companies ads will appear in ChatGPT ahead of Valentine’s Day. Consumers entering search terms such as “best flowers for Valentine’s Day,” “chocolates and sweets as a gift” or “how to celebrate Galentine’s” can potentially see clearly labeled ads from their local Albertsons Companies’ stores such as Albertsons, Safeway, Vons, Jewel‑Osco, Shaw’s, ACME and Tom Thumb.

Target, beginning this month, also plans to test contextual advertising in ChatGPT, becoming one of the first big‑box retailers to announce its participation in OpenAI’s pilot program. Sponsored ads from Target and its retail media business Roundel will appear alongside some user shopper‑related conversations in ChatGPT, Target announced Wednesday. Keywords will trigger the ads in a user’s prompt. If a user asks for recommendations on countertop cooking appliances, for example, they may see an advertisement for an air fryer displayed next to the response. Online traffic has grown from ChatGPT to Target about 40 % on average each month, Target said. The pilot could provide even more traffic. It also fits into the retailer’s broader strategy of meeting consumers wherever they are in their discovery journey.

Williams‑Sonoma also has joined the pilot program. The company said it will work with OpenAI to test and learn how this new format can drive engagement while maintaining the trust users place in ChatGPT responses and OpenAI’s privacy framework.

Tags: ad performance measurement, advertising, agency, chatbots, holiday, marketing, media buying, performance marketing, retail, shopper marketing, technology