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The Jeff Payne Show

The Jeff Payne Show

Episode 88 The Seat Next to the Answer

Oct 9, 2026 · 6 min · 8 segments

Send us Fan Mail ChatGPT built a billion-dollar ad business in under 200 days, and now it's testing ads that talk back. But buried in OpenAI's…

Send us Fan Mail ChatGPT built a billion-dollar ad business in under 200 days, and now it's testing ads that talk back. But buried in OpenAI's announcements is the line every CEO should read twice: the ads are kept separate from how ChatGPT builds its answers. That means there are now two lanes. You can rent the seat next to the answer. You cannot buy the answer. Jeff opens at his favorite Dallas steakhouse, where after 150+ dinners he still trusts the waiter over the card on the table, and explains why AI buyers behave the same way. They arrive mid-decision, hear a verdict, and then see a sponsor. If you're already named, the ad is reinforcement. If you're not, it's a stranger interrupting a recommendation. Before your company asks for an AI ad budget, ask this first: in the conversations where our customers decide, are we named without paying for it?

Send us Fan Mail ChatGPT built a billion-dollar ad business in under 200 days, and now it's testing ads that talk back. But buried in OpenAI's…

Speakers: Jeff PayneHost

Show signals: SuitabilitySafeBiasNot politicalAudience≈1 followers

Spotify Apple Podcasts YouTube Amazon Music Website

Top entities: OpenAI×11 ChatGPT×13 Amazon.com×3 Apple Podcasts×4 Dallas×2

AI Ads Beside the Answer1:27 – 2:56

1:27

Here's what happened earlier this year.

1:29

ChatGPT started running ads, and under 200 days, that business hit a billion-dollar annual run rate with tens of thousands of advertisers already on board.

1:42

Amazon just opened a door so brands that advertise with Amazon can show up inside ChatGPT too.

1:50

And this month, OpenAI started testing something new: ads that talk back.

1:55

Tap one and you can start a clearly labeled conversation with an AI agent that represents the business.

2:03

You ask questions, compare options, and head to the website when you're ready.

2:07

So the ad isn't a banner anymore.

2:10

It's a salesperson standing right beside the conversation.

2:14

If you run a business, the natural question is, should we be buying these? That's the wrong first question.

2:21

Here's the right one.

2:23

Buried in OpenAI's announcements is a line most people skimmed right past.

2:29

The ads are labeled, and they're kept separate from how ChatGPT builds its answers.

2:34

Those talking ads, they're kept separate from ChatGPT's own independent recommendations too.

2:41

Read that again as a business owner.

2:43

There are now two lanes.

2:46

The lane beside the answer is for sale, and the answer itself is not.

2:52

You can rent the seat next to the answer.

2:54

You cannot buy the answer.

OpenAICompanyGenerative AI company
94%11 mentions
ChatGPTSoftware ApplicationSoftware
81%13 mentions
Amazon.comCompanyMultinational conglomerate company
69%3 mentions
Apple PodcastsSoftware Application
56%4 mentions
DallasCityCity in Texas
44%2 mentions
JesusPersonReligious leader
31%2 mentions
SpotifyCompanyCompany
19%2 mentions
United StatesCountryCountry in North America
6%1 mention

Conversational AITechnology > Artificial Intelligence > Generative AI
Conversational AdvertisingMarketing > Digital Advertising
ChatGPT advertising integrationTechnology > Artificial Intelligence > Generative AI > Conversational AI
Interactive AI agent adsMarketing > Digital Advertising > Conversational Advertising
Ads adjacent to AI recommendationsMarketing > Digital Advertising > Conversational Advertising > Interactive AI agent ads
Buyer Decision-MakingBusiness > B2B Marketing
AI-assisted vendor selectionBusiness > B2B Marketing > Buyer Decision-Making
Advertising after independent recommendationsBusiness > B2B Marketing > Buyer Decision-Making > AI-assisted vendor selection
Disclosure and TransparencyEthics > Advertising Ethics
Separation of sponsored content from AI answersEthics > Advertising Ethics > Disclosure and Transparency
Independent recommendation integrityEthics > Advertising Ethics > Disclosure and Transparency > Separation of sponsored content from AI answers
Third-party proof and trusted mentionsMarketing > Brand Management > Online Reputation
Earning inclusion in AI-generated recommendationsMarketing > Brand Management > Online Reputation > Third-party proof and trusted mentions
Generative AITechnology > Artificial Intelligence
Digital AdvertisingMarketing
Brand ManagementMarketing
Advertising EthicsEthics
Online ReputationMarketing > Brand Management
Technology
Business
B2B MarketingBusiness
Marketing
Artificial IntelligenceTechnology
Ethics

AI Ads Beside the Answer1:27 – 2:56

1:27

Here's what happened earlier this year.

1:29

ChatGPT started running ads, and under 200 days, that business hit a billion-dollar annual run rate with tens of thousands of advertisers already on board.

1:42

Amazon just opened a door so brands that advertise with Amazon can show up inside ChatGPT too.

1:50

And this month, OpenAI started testing something new: ads that talk back.

1:55

Tap one and you can start a clearly labeled conversation with an AI agent that represents the business.

2:03

You ask questions, compare options, and head to the website when you're ready.

2:07

So the ad isn't a banner anymore.

2:10

It's a salesperson standing right beside the conversation.

2:14

If you run a business, the natural question is, should we be buying these? That's the wrong first question.

2:21

Here's the right one.

2:23

Buried in OpenAI's announcements is a line most people skimmed right past.

2:29

The ads are labeled, and they're kept separate from how ChatGPT builds its answers.

2:34

Those talking ads, they're kept separate from ChatGPT's own independent recommendations too.

2:41

Read that again as a business owner.

2:43

There are now two lanes.

2:46

The lane beside the answer is for sale, and the answer itself is not.

2:52

You can rent the seat next to the answer.

2:54

You cannot buy the answer.

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