Dentsu among first wave of global agency partners helping shape the future of advertising.

London, UK –– Dentsu has been selected as a UK launch partner for OpenAI’s ChatGPT ads pilot, enabling brands to explore new ways to drive discovery and engagement within ChatGPT. Dentsu is one of a small number of agencies globally working directly with OpenAI to shape the future of advertising in ChatGPT. 

As part of the launch, dentsu will work alongside OpenAI to pilot new advertising opportunities for brands in ChatGPT, with an initial group of UK clients participating across categories including fashion and retail, travel, finance and health – including Hilton, Hiscox, Next and Tesco. Those clients sit across dentsu’s media agencies Carat, dentsu X and iProspect.  

As discovery and search shift towards conversational AI, dentsu is encouraging brands to ensure their digital footprint is machine-readable and human-referenceable to remain visible and culturally relevant – a shift it calls the “algorithmic era.” 

Rather than simply deploying new tools, dentsu is working directly with OpenAI as an agency partner, helping inform how advertising experiences evolve within AI environments through early testing, insight development and client application at scale. 

The partnership builds on dentsu’s broader AI investment, from its proprietary next-generation intelligent operating system dentsu.Connect and generative audience capabilities to Dentsu Lab. It also reflects its commitment to helping brands build meaningful growth in the next era of marketing, where creativity, media, technology and intelligence are converging – making brands more easily found and remembered across the next generation of digital platforms. 

Toby Benjamin, Chief Media Officer, dentsu UK&I, said: “Conversational AI isn’t just another channel; it’s a fundamental shift in how information gets surfaced and recommendations get made. We’re proud to be partnering with OpenAI at launch, to help define what effective, responsible advertising looks like in these new environments.” 

Stuart Mahoney, Head of Acquisition Marketing, Hiscox UK said: “The scale of consumer adoption of Chat GPT, and the capability it puts in the hands of our target audience, is extraordinary. It is essential to a brand like Hiscox to learn, and learn fast, the role of Chat GPT in driving target consumer engagement. The opportunity to participate in this Alpha is a critical step in building Hiscox knowledge in this rapidly emerging space.” 

Surinder Phuller, Senior Director Marketing Centres of Excellence, Hilton said: “Hilton is excited to participate in the ChatGPT AI Alpha Pilot to take an early leadership position in a rapidly evolving discovery landscape. As AI-powered experiences play a growing role in shaping consumer preference, visibility at the point of discovery is becoming increasingly important. Participation in the pilot helps ensure Hilton’s brands and hotels are represented effectively within AI search, driving consideration, supporting owner returns, and capturing demand as AI becomes a key channel for travel planning and booking.”