Dive Brief:
- Albertsons has joined a pilot program run by OpenAI to explore how conversational advertising formats presented through ChatGPT can drive better consumer experiences, the grocer announced Thursday.
- The grocer is beginning its involvement in the test with ads linked to Valentine’s Day. People who enter phrases such as “best flowers for Valentine’s Day,” might see ads from an Albertsons banner in their area.
- Albertsons’ participation in the pilot program follows other steps the company has taken to integrate agentic and generative AI tools into its operations.
Dive Insight:
Albertsons said its retail media unit, Albertsons Media Collective, will be looking to help brands reach shoppers through ChatGPT as the pilot program progresses.
“We’re focused on advertising that enhances the customer journey, instead of interrupting it. By testing ads in ChatGPT, we’re growing our engagement with new customers and continuing to connect with our current customers in meaningful ways,” Jennifer Saenz, Albertsons’ chief commercial officer, said in a statement.
In a description of the pilot on its website, OpenAI said advertisements do not influence the answers ChatGPT generates. The company added that it does not share people’s conversations with advertisers and will always label ads as sponsored and visually separate them.
“Our goal is for ads to support broader access to more powerful ChatGPT features while maintaining the trust people place in ChatGPT for important and personal tasks,” OpenAI said.
OpenAI noted that the test is for adult users who log in to the ChatGPT system through its Free and Go subscription tiers, while its Plus, Pro, Business, Enterprise and Education tiers will not have advertisements.
Albertsons decision to step up its partnership with OpenAI comes as the grocer’s adoption of artificial intelligence technology to engage with shoppers sees early signs of success. Shoppers are showing strong interest in AI-based tools the company has introduced, driving double-digit basket growth, the company said.
Albertsons’ AI-based tools include an agentic AI shopping assistant on its websites that it announced last December. Earlier in 2025, the company launched an online search tool known as “Ask AI” that allows shoppers to ask questions about products.
