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OpenAI, the lossmaking artificial intelligence company behind ChatGPT, is appearing at the Cannes Lions International Festival of Creativity for the first time to pitch advertising products to marketers — a positioning move timed deliberately ahead of a planned public offering.
First-Time Presence, Clear Agenda Cannes Lions is where global brand marketers, agency holding companies, and media buyers set spending priorities for the year ahead.
OpenAI's decision to show up for the first time puts ChatGPT on the same stage as the established digital advertising platforms it would need to displace or supplement to generate material ad revenue.
The company is not just pitching through a developer API or an enterprise sales channel — it is addressing the people who control large media budgets directly, which is a different kind of commercial commitment.
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