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B2B SaaS for sale: ChatGPT's ads are a lot like San Francisco's infamous billboards

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@ 29/09/2026

ChatGPT's ads are a lot like San Francisco’s infamous billboards

By

Stephen Council

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Highway 101 in San Francisco.

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San Francisco's stretch of Highway 101 is infamous for billboards that peddle wonky software to other tech companies. ChatGPT, invented nearby, is so far more of the same.

Ads pitching business software to corporate buyers made up the largest category of ad impressions on ChatGPT from March to August at almost 20%, a new study by marketing agency Graphite found.

Another 8.5% of ChatGPT ad impressions in the period promoted business and professional services and 4.6% plugged developer tools, according to the report, which analyzed Similarweb user data.

OpenAI launched ads on its main AI service in February and is trying to grow the business into a meaningful revenue stream before its planned initial public offering next year.

Some good news for Sam Altman: Graphite found that the click-through rate for ChatGPT ads more than doubled from late March to early September, indicating the company is doing a better job of targeting. And less than half of ad-eligible users have been served an ad at all.

"There's a lot of upside, or there's a lot more reach that they can hit," Ethan Smith, Graphite's CEO, told Business Insider.

ChatGPT ads have a SaaS-sales tilt

OpenAI says the ads it places on ChatGPT are relevant to the conversation a user is having with the chatbot. The company also bars certain categories, such as legal services, politics, and gambling.

So far, many of the biggest advertisers are software companies, Graphite's report shows.

Monday.com and HubSpot were among the advertisers that appeared most often in the data, along with Resume.io and Canva. The form builder site Jotform, another top advertiser, ran more than 930 varieties of ChatGPT ads in just a month, Graphite found.

The agency noticed a fair amount of fluctuation when it looked at companies over time. HubSpot and Canva each advertised in a burst before trailing off over the summer. Some companies, like Zapier and the Wall Street Journal, dropped off entirely by the end of the reporting period.

Cursor, the AI coding company acquired earlier this year by SpaceX, also advertised heavily on ChatGPT, according to the Similarweb data.

Smith said the presence of Cursor and other AI tool providers like Speechify among the top ChatGPT advertisers is easy to explain: if you're using a chatbot, you're more likely to use those other tools, too.

"It's self-selecting people who are necessarily AI-forward," he said.

OpenAI's ads business is still in flux

At a Goldman Sachs conference in early September, OpenAI CFO Sarah Friar said the company's ads team is still working on the basics of the product, including figuring out pricing and deploying it globally. She said the business had hit $1 billion mark in annual run-rate revenue.

"We're starting to really see some strong outcomes for advertisers who care about performance," Friar said. "And this is all before we've really launched a format that feels truly endemic to AI. That's what I get super excited about."

It isn't totally clear what an AI-native ad format would look like, but Friar said she'd like the ads product to eventually be like "if Google and Meta had a baby."

Meta and Google have huge amounts of demographic data on their users. As OpenAI tries to figure out how to make its ads more valuable, Smith thinks the company has room for optimism.

"I suspect that the targeting is much harder here and will probably improve much more over time and might become, perhaps, hyper-relevant," he said.

Have a tip? Contact this reporter via email at [email protected], or over text, Signal, Telegram, or WhatsApp at 415-757-8198. Use a personal email address, a nonwork WiFi network, and a nonwork device; here's our guide to sharing information securely.

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Stephen Council.

Stephen Council

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Stephen is a senior tech reporter at Business Insider, covering OpenAI, Anthropic and the ecosystem around the leading artificial intelligence companies.Previously he covered technology at SFGATE, and has written for The Wall Street Journal, The Information and CNBC. He studied journalism and economics at Northwestern University.His work has earned an SF Press Club Investigative Reporting Award and, in 2025, SPJ NorCal’s Excellence in Journalism Award for Technology Reporting.Stephen lives in San Francisco. Contact him via email at [email protected], or on Signal, Telegram, or WhatsApp at 415-757-8198. Use a personal email address, a nonwork WiFi network, and a nonwork device; here's our guide to sharing information securely.

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Hormuz and Yemen: Iran offers de-escalation at a price others will pay

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@ 29/09/2026

It was hardly surprising that Tehran chose the United Nations General Assembly (UNGA) in New York as the platform for its latest offer. After nearly seven months of war with the United States, Iranian Foreign Minister Abbas Araghchi returned with a plan that, on its face, says the waterway through which roughly a fifth of the world’s oil and a similar share of its gas pass could reopen within seven days if Washington accepts Tehran’s conditions.

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What did Yamal say to Messi at World Cup final? ‘Thank you for everything’

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@ 29/09/2026

World Cup 2026 post label

Lamine Yamal shared a warm embrace with Lionel Messi, thanking the Argentinian icon for everything he has given to football.

Two months after Spain dethroned Argentina as FIFA World Cup winners, Lamine Yamal has revealed what he said to a crestfallen Lionel Messi after the full-time whistle was blown in the final in the United States.

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Here are the tasks that execs from Anduril to Zendesk are giving their personal agents

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@ 29/09/2026

By

Hugh Langley

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and

Polly Thompson

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Execs tell BI about their agent use

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Meta's Muse is a hit. Instinct is still buzzy. The era of personal agents may finally be upon us — and business leaders are embracing it.

Personal AI is designed to connect to your private accounts — including banks, email, and calendar — and autonomously take action on the internet on your behalf.

For some, the dream of automating day-to-day tasks like replying to emails and booking holidays has saved them time and money. Others have already experienced nightmare scenarios.

Business Insider spoke with top executives at companies including Anduril, KPMG, and Adobe about how they're using the latest AI tools in their personal lives.

Their answers ranged from outsourcing expense reports to hiring dog walkers, but there was a common caveat: they still want the final say before AI takes action.

Jeff Miller, Anduril

Jeff Miller, CMO of Anduril

Jeff Miller joined Anduril in 2024.

Anduril

Personal AI is "wild," said Jeff Miller, Anduril's chief marketing officer. "I'm on Muse, ChatGPT, you name it."

Miller, whose company makes autonomous defense technology, said he recently used AI tools to finally complete six months' worth of expense reports, hire a new dog walker, and improve his fitness routine.

"I'm using it literally right now to negotiate new insurance rates for me," he told Business Insider.

Miller said he gives the tools access to his personal bank details and his email, but has been intentional about not allowing it to send anything on his behalf without final approval.

"I have faith in the security from a personal standpoint, but ultimately, when I send an email, when I buy something, I'm the one hitting yes or no," he said.

Eric Snowden, Adobe

Adobe SVP Eric Snowden

Eric Snowden has been at Adobe since 2014.

Sam Pinto/HumanX

Eric Snowden, the senior vice president of design at Adobe, said he used Meta's Muse agent to book a restaurant reservation while he was visiting Amsterdam for the HumanX conference — and a flu shot appointment for when he got home.

He was more impressed when the agent was proactive. "It was smart enough to realize I was doing a renovation on my apartment, flagged an email from my contractor that I didn't see, and was like, 'you need to sign these important documents,'" he said.

Snowden, who is helping oversee a transition at Adobe as AI ushers in new creative tools, said he might even be willing to pay a subscription for something like Muse. "It's the first tool I've used where I could see a non-technical person really using this," he said.

Umesh Sachdev, Uniphore

Uniphore CEO Umesh Sachdev at HumanX

Uniphore CEO Umesh Sachdev at HumanX.

Sam Pinto

Uniphore CEO Umesh Sachdev told Business Insider he's built a lot of internal agents at work, but he's also been enjoying playing with Meta's Muse for personal use.

He hooked up Muse to his social media accounts to alert him when key topics or figures are bubbling up in the discourse.

"I don't have FOMO of what I'm missing," he said. "What has happened in the world in the last three hours I've been in Amsterdam? What has Trump done? Muse is doing that for me with X, LinkedIn, and so forth."

Todd Lohr, KPMG

Todd Lohr

Todd Lohr oversees KPMG's new Client Technology & Innovation group.

KPMG

Todd Lohr, KPMG's AI chief, says he's a big fan of personal AI and plays around with tools on a day-to-day basis.

The Big Four exec, who is not an engineer by background, said the most common use case in his household is trip planning. He's also been "tinkering around" trying to automate household technology, like security settings and cameras.

Lohr, who was named in September as the head of KPMG's new Silicon Valley-inspired AI division, said he has avoided any personal AI-mishaps so far.

"I like to think I know how to prompt to not hallucinate," he said. Still, he approaches the technology at home much as he does at work: "You need to build agents to check your agents. You need to check the outputs."

Tom Eggemeier, Zendesk

Zendesk provides customer service software.

Bloomberg/Getty Images

Zendesk CEO Tom Eggemeier is transforming his company into one where AI agents increasingly handle the work. Unsurprisingly, he's been exploring how agents such as Muse can benefit his personal life, too.

He told Business Insider he had an early win with Muse, which wrangled better deals for both his phone plan and internet, saving him around $2,000 a year. Eggemeier said he reckons the agent could save him even more money in time with a bit more work.

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Hugh Langley

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Hugh is a senior correspondent at Business Insider where he writes about Google, tech, and wealth. His work has been cited by The New York Times, Bloomberg, Reuters, The Wall Street Journal, and other outlets.Get an alert whenever I publish a story.Got a tip? You can reach him using the secure messaging app Signal (hughlangley.01) or email ([email protected]). We can keep sources anonymous.

Polly Thompson

Polly Thompson

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The Mummy 4 Set Photos Reveal Brendan Fraser as Rick O'Connell

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@ 29/09/2026

Just days after The Mummy 4 set photos revealed Rachel Weisz as Evelyn O'Connell, we now have the first confirmed images of Brendan Fraser reprising his iconic role as Rick O'Connell.

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