OpenAI October 21, 2026 Engineering How we built ChatGPT’s novel ad stack for user trust and relevance By Ritendra Datta and Karthik Gopalratnam, Members of Technical Staff Loading… Traditional advertising systems are built to respond to discrete units of user intent. A user searches for or views something online, the ads system receives those queries and page views as events, and the system looks for matching ads based on those events. Building an ads stack for ChatGPT was different: user intent develops across conversations and shifts over multiple turns of a conversation, sometimes without a fitting advertising moment. To support this new paradigm, we built a bespoke ads delivery system. This new type of ad stack is based on a custom, post-trained frontier LLM that makes tool calls for retrieval (identifying the top options), ranking (predicting user engagement), relevance (evaluating the usefulness of the ad), and running auctions for final ad selection and pricing. Our ads system supports the nuance of evolving user goals by making three key design decisions: 1) implementing stateful ads sessions, meaning information is remembered across turns of a conversation and across multiple conversations, 2) relying on a custom, post-trained LLM that uses a tool call architecture to interpret a conversation’s context and underlying intent, and then effectively select, rank, and deliver ads, and 3) running the ads selection process separately from ChatGPT’s answer generation, in it

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OpenAI October 21, 2026 Engineering How we built ChatGPT’s novel ad stack for user trust and relevance By Ritendra Datta and Karthik Gopalratnam, Members of Technical Staff Loading… Traditional advertising systems are built to respond to discrete units of user intent. A user searches for or views something online, the ads system receives those queries and page views as events, and the system looks for matching ads based on those events. Building an ads stack for ChatGPT was different: user intent develops across conversations and shifts over multiple turns of a conversation, sometimes without a fitting advertising moment. To support this new paradigm, we built a bespoke ads delivery system. This new type of ad stack is based on a custom, post-trained frontier LLM that makes tool calls for

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Fonte: OpenAI Blog | Argomento: Intelligenza Artificiale

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