ChatGPT-maker OpenAI recently announced that it will soon integrate ads in the chatbot. Now, days after making the announcement the company has revealed that it is planning to build an ‘ads integrity’ team in order to make sure that its new business model does not compromise the trust of its users and prevent any kids of scams. As reported by Business Insider, a job listing posted in late January describes the role as part of a “0 → 1 team,” meaning it will be built from scratch to design systems that protect users from harmful or misleading advertising.

OpenAI to focus on scam prevention and KYC

The listing highlights that the key responsibilities of the team will be developing “know your customer” (KYC) systems to verify advertiser identities and assess risk. KYC, widely used in finance, is a labor-intensive but crucial safeguard against scam ads and fraudulent content. The issue has become pressing for tech companies with self-service ad platforms—Meta, for example, said it removed 134 million scam ads in 2025, according to a Reuters investigation.

As per the report, Arilla Gracia, COO of the Check My Ads Institute, noted that while KYC is a strong foundation, the real test will be how deeply OpenAI invests in integrity beyond the launch phase. “KYC on advertisers is certainly a good foundation, but the materiality of the risk of a large volume of scam ads in the early days is far lower,” she said.

ChatGPT to balance ads with organic answers

Along with this, the new team will also focus on determining where and how ads are shown in ChatGPT, an important decision as OpenAI seeks balance monetisation with user trust. Advertisers have also stressed that OpenAI must prove ads embedded in AI answers can deliver measurable results if the company hopes to scale its ad business.

ChatGPT ads pilot program

An OpenAI spokesperson confirmed that a small test of ads will run soon on ChatGPT’s free tier and Go tier in the US. Advertisers must commit to a minimum spend of $200,000 to participate. The company will track clicks and impressions initially, with plans to explore more advanced measurement options as experiments progress.