Delta Vacations is among the initial group of companies testing the new service to reach customers during the early stages of travel planning.
This collaboration provides Amazon with a critical entry point into generative AI, a technology that is increasingly influencing how consumers discover products and make buying decisions.
By linking its advertising business—which generated nearly $70 billion last year—with a leading chatbot, Amazon is positioning itself to compete in a rapidly evolving digital landscape where AI programs are becoming primary search tools.
For OpenAI, the deal offers a significant influx of potential advertisers as it seeks to scale its revenue ahead of an anticipated initial public offering.
The program functions as a managed service where Amazon’s internal teams help brands optimize their text and image ads, which appear with "sponsored" labels beneath the chatbot's standard responses.
While advertisers will use Amazon’s shopping and streaming data to target their campaigns, OpenAI remains in control of the actual delivery through its own technical infrastructure.
The system supports both cost-per-click and cost-per-thousand-impressions payment models, allowing businesses to pay based on either direct engagement or how many times their content is viewed.