Compare ads in ChatGPT, Google AI Mode, Copilot and Rufus

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Short answer

The biggest difference is how you buy. ChatGPT ads are a separate platform with their own auction, bought in Ads Manager or through OpenAI's partners1. Google and Microsoft fold AI placements into campaigns you may already run, with no separate targeting for AI answers23. Amazon's shopping-assistant ads come from existing sponsored ads campaigns, which are eligible automatically4.

AttributeChatGPT5617Google AI Overviews8910Google AI Mode91112Microsoft Copilot13141516Amazon Rufus41718
StatusAds liveAds liveAds liveAds liveAds live
Where ads appearLabeled sponsored listings inside answers; Sponsored Agents and image-generation ads in US testsSearch and Shopping ads above, below or within the AI OverviewSponsored ads within and below AI Mode answers, including follow-up questions in the US (multiturn ads)Labeled ads below Copilot answers; Showroom ads and Offer Highlights in conversational experiencesSponsored ads inside shopping conversations; Sponsored Products and Sponsored Brands prompts
How to buyAds Manager (self-serve) or OpenAI's partnersExisting Search, Shopping and Performance Max campaignsExisting Search, Shopping and Performance Max campaignsMicrosoft Advertising Search and Performance Max campaignsExisting Amazon sponsored ads campaigns, automatically eligible
BiddingCPM and CPCStandard Google Ads auction (CPC and conversion-based bidding)Standard Google Ads auctionMicrosoft Advertising auctionCPC for prompts (reported)
Minimum spendNo minimum commitment; $25 minimum daily budget in the US (reported)NoneNoneNoneNone reported
TargetingConversation context ("context hints"), country, platformInherits campaign targeting; no AI Overviews-only targeting or opt-outInherits campaign targeting; no AI Mode-only targeting or opt-outInherits campaign targeting; AI Max expands query matchingGenerated from product pages and campaign data
MeasurementConversions API and pixel; aggregated reportingStandard Google Ads reportingStandard Google Ads reportingMicrosoft Advertising reportingAmazon Ads closed-loop measurement; Prompts reporting
Markets89 countriesAbove or below AI Overviews: 200+ countries, all languages; within answers: US and 11 more markets in EnglishUS and 10 more English-language markets; Brazil, Mexico and UK planned for Q4 2026Not published as a single listUnited States
Ad-free optionPlus, Pro, Business, Enterprise, Edu; Free users can opt out in exchange for lower limitsNo ad-free optionNo ad-free optionNot statedNo ad-free option
Live sinceFebruary 9, 2026October 3, 2024May 21, 2025March 2023November 2025

Buying: new platform or existing campaigns

If you already run Google or Microsoft Search and Performance Max campaigns, you're probably eligible for their AI placements already. Google says there's no extra charge, and you can't opt out of AI Overviews or AI Mode separately2. ChatGPT is a new account, a new auction and a new pixel1.

Targeting: keywords versus conversations

ChatGPT matches ads to conversation context and is reported to use plain-language context hints19. Google and Microsoft extend keyword campaigns with AI-driven query expansion, such as Microsoft's AI Max20. Amazon generates Rufus prompts from your product pages21.

What you'll see in reporting

ChatGPT reports aggregated results through Ads Manager and its Conversions API1. Google's and Microsoft's AI placements appear inside standard reporting for the campaigns that serve them. Amazon added a Prompts report for Rufus21.

Sources

  1. New ways to buy ChatGPT adsOpenAIMay 5, 2026openai.comOfficial
  2. Google scales ads in AI Mode beyond the USThe KeywordOct 28, 2026thekeyword.co
  3. Inside Microsoft's Copilot search adsWebFX via StackerFeb 26, 2026stacker.com
  4. Advertising in agentic shopping experiencesAmazon AdsJun 11, 2026advertising.amazon.comOfficial
  5. ChatGPT Ads expands to 26 new countries as over 100,000 advertisers have used the platformOpenAIOct 21, 2026openai.comOfficial
  6. Testing ads in ChatGPT (with updates through Aug 11, 2026)OpenAIFeb 9, 2026openai.comOfficial
  7. OpenAI expands ChatGPT ads to 26 more countries in bid to boost revenueReuters (via The Star)Oct 21, 2026thestar.com.my
  8. Google ads in AI OverviewsPPC LandOct 3, 2024ppc.land
  9. Ads in AI Mode expand to new marketsGoogle Ads & Commerce BlogOct 28, 2026blog.googleOfficial
  10. Google ads in AI Mode reach 10 more countries and multiturn ads launch in the USRelevant AudienceOct 29, 2026relevantaudience.com
  11. A new generation of ads for the AI era of SearchGoogle Ads & Commerce BlogMay 20, 2026blog.googleOfficial
  12. Google is bringing ads to AI ModeTechCrunchMay 21, 2025techcrunch.com
  13. Microsoft confirms it is testing ads in Bing ChatSiliconANGLEMar 30, 2023siliconangle.com
  14. Microsoft's Copilot adds Showroom ads and Dynamic filtersSearch Engine LandMar 5, 2025searchengineland.com
  15. Microsoft boosts agentic web ad visibilityMediaPostApr 22, 2026mediapost.com
  16. Microsoft turns on AI Max for every advertiser account worldwideRelevant AudienceAug 20, 2026relevantaudience.com
  17. Amazon merges Rufus and Alexa into one shopping assistantPPC LandMay 13, 2026ppc.land
  18. Advertising in the age of Rufus: breaking down Sponsored Product PromptsAcadiaApr 15, 2026acadia.io
  19. Advertisers in 26 more countries gain ChatGPT ads, bringing the total to 89PPC LandOct 21, 2026ppc.land
  20. Microsoft Advertising launches AI Max, Offer Highlights, and UCP supportTechWyseApr 22, 2026techwyse.com
  21. Explained: Sponsored Prompts ads on AmazonIntentwiseNov 30, 2025intentwise.com