GoKawiilWhen OpenAI first announced it was rolling out ads on ChatGPT, brands and agencies across Madison Avenue were eager to test the new format to figure out their artificial intelligence advertising strategies.
The high-profile announcement, which was far more public than a typical "alpha" test of a new format, presented a massive opportunity.
Three of the world's largest ad agencies are part of the testing program, including WPP, Omnicom and Dentsu.
So far, the test is moving too slowly to meet the hype, according to multiple ad industry sources who spoke on condition of anonymity in order to discuss the details.
The sources told CNBC that OpenAI's test program is frustrating many of its partners because of the conservative rollout.
The ad commitments required to participate in the test were unusually high for this type of experiment.
Some brands dedicated between $200,000 and $250,000 to the test, which is double a typical experimental ad commitment. For some brands, this money came from funds dedicated to innovative new formats, while others drew from search or social ad budgets.
With the pilot program running through the end of March, some of the sources told CNBC they are concerned with the slow pace of rollout, which means their full budget commitments are unlikely to be spent by the end of the month.
While any excess will be returned, the budget was already committed to the trial and so can't be deployed elsewhere during the quarter. Advertisers also won't get the volume of insights they were hoping for.
Omnicom did not return requests for comment. WPP declined to comment.
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