OpenAI told Cannes it is “clearly in the advertising business now.” The numbers say it is barely in the door.
THE SO WHAT
OpenAI showing up at Cannes while still a rounding error in ad spend is about narrative, not current revenue—signaling to brands that conversational inventory is on the roadmap. For agencies and CMOs, this is the moment to experiment with small budgets and measurement frameworks before the channel matures and prices reset.
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