Pattern has become a technology partner supporting advertising in ChatGPT, adding the AI platform to its roster of advertising channels.
The eCommerce advertising and marketplace group said brand partners can now place ads within ChatGPT through Pattern's platform. That gives brands another way to reach shoppers as product search and discovery increasingly shift into AI tools rather than relying only on search engines, social media and online marketplaces.
Pattern already manages more than USD $2 billion in annual advertising spend across online marketplaces, as well as Google, Meta, Snap and TikTok. Adding ChatGPT extends that reach into generative AI interfaces, an area drawing growing attention from retailers, brands and marketing technology companies.
The agreement also deepens Pattern's relationship with OpenAI. Its AI product, Pattern Intelligence, is already listed in the ChatGPT app directory, and the new arrangement expands that connection from data and workflow support into advertising execution.
Broader push
Pattern presented the move as part of a broader effort to offer a single system for advertising across digital channels. The integration will sit alongside tools that already let brands manage product promotion on Meta, Google, Snap and TikTok, while also connecting with eCommerce marketplace activity.
That matters because many consumer brands now split budgets across a fragmented mix of retail media, social advertising, search marketing and marketplace promotions. Technology suppliers are trying to stand out by offering centralised planning, buying and measurement tools that can track products and customer journeys across those environments.
Pattern said its advertising platform draws on more than 77 trillion eCommerce data points covering products, categories and shopper behaviour. It said that dataset helps it analyse intent and purchasing patterns across marketplaces, social platforms and large language model experiences such as ChatGPT.
The group also pointed to its recently acquired business, ROI Hunter, as part of the same strategy. According to Pattern, the combined setup gives brands one place to activate, optimise and measure campaigns across established digital channels and newer AI placements.
AI workflows
Alongside the ChatGPT advertising announcement, Pattern said it is introducing agentic campaign management into its existing advertising workflows. In practice, that means applying AI-driven execution across more of its advertising stack, with software handling a greater share of campaign actions and adjustments.
The company linked that approach to Pattern Intelligence, which it described as its AI-based eCommerce execution engine. It said the system has already taken billions of automated actions on behalf of brand partners since its launch in May 2026.
The latest step reflects a broader shift in digital commerce, where AI is being used not only to help consumers search for products but also to automate more of the work handled by advertisers, agencies and marketplace operators. As conversational interfaces become another place where shoppers ask for recommendations, compare products and decide what to buy, advertising companies are looking for ways to insert paid placements into that process.
Questions remain about how advertising in generative AI environments will work in practice, how clearly sponsored results will be disclosed and how brands will measure performance against established channels such as search and social. For ad technology companies, however, early integrations may offer an advantage if AI-based discovery becomes a more meaningful source of customer traffic.
Pattern operates across more than 70 global marketplaces, including Amazon, TikTok Shop, Walmart.com, Target.com, eBay, Tmall, JD and Mercado Libre. It provides services spanning advertising, content management, logistics, fulfilment, pricing, forecasting and customer service for brands selling through online commerce channels.
The business also cited its standing in social commerce to underline its expansion into AI-led advertising. Pattern said it was recognised as TikTok Shop's 2025 Strategic Partner of the Year, highlighting its efforts to build relationships with emerging consumer commerce platforms as well as established ones.
Dave Wright, Co-founder and Chief Executive Officer of Pattern, said the decision was driven by changes in where consumers begin their shopping journeys. "Our integration with ChatGPT Ads extends Pattern's reach to the leading platforms where consumers discover and buy products, from the world's largest marketplaces to the AI experiences defining what comes next," Wright said.
He added: "The brands that win show up where their customers are and know what converts on each platform. Pattern is built to make both possible at scale and we're excited to continue to work closely with the team at OpenAI on the future of advertising."