Short answer
In 2026 the main LLM ad formats are ChatGPT's standard ad card and product feed ads, ads inside Google AI Overviews, Microsoft Copilot ads including Showroom ads, and AI chat app formats such as sponsored cards, follow-up prompts, carousels and polls. ChatGPT Sponsored Agents, where a conversation with a business starts from an ad, are a limited alpha.
The formats
| Format | Where | What it shows | Status |
|---|---|---|---|
| Standard ad card | ChatGPT | Advertiser name, logo, title, short description, square image, link | Live |
| Product feed ad | ChatGPT | Product image, title, rating, price, sale price, brand | Live |
| Sponsored Agent | ChatGPT | A conversation with an AI representative of the business, started from an ad | Limited alpha |
| Ads in AI Overviews | Text and shopping ads from existing campaigns | Live in the US and 11 more markets | |
| Showroom ads | Microsoft Copilot | Browsable product experience with filters | Live |
| Card, Prompt, Carousel, Poll | AI chat apps via Thrad | Inline card, branded follow-up question, product row, interactive poll | Launched June 2026 |
Which formats suit B2B
- The standard ChatGPT ad card, with one landing page per buyer topic, is the workhorse for B2B software and services
- Product feed ads suit e-commerce and catalogues, less so complex B2B offers
- Sponsored Agents are worth watching for products that need a guided conversation
- AI Overview ads come with your Google campaigns; you can't target or report them separately
Creative specs to plan for in ChatGPT
- A title of up to 50 characters and description of up to 100 characters
- A square image
- A landing page that matches the topic, readable by OpenAI's ad crawler
- Several ads per ad group, so the system can learn which works
Questions
Can we use video in LLM ads?
Not in ChatGPT's standard format in October 2026. Check each platform's current specifications before producing creative.
Which format should a B2B company start with?
The standard ChatGPT ad card, grouped by buyer topic, with a matching landing page per group.
Facts checked against the sources below on 13 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
Sources
- OpenAI Help Center: Ads in ChatGPT, the basics
- OpenAI Help Center: Create campaigns from product feeds
- OpenAI Help Center: Sponsored Agents in ChatGPT Ads
- OpenAI Help Center: Bulk upload campaign schema checklist
- PPC Land: Google expands AI Overview ads to 11 countries (December 2025)
- Search Engine Land: Microsoft Copilot adds Showroom ads
- ExchangeWire: Thrad launches four native ad formats (4 June 2026)
