OpenAI details ChatGPT’s ad stack: a custom LLM orchestrator

OpenAI is explaining that ChatGPT’s ad system runs on a custom post-trained LLM “orchestrator” that calls tools for retrieval, ranking, relevance and auctions across stateful, multi-turn sessions, kept in a separate service from answer generation.

Why it matters. Advertisers gain a new agentic ad-buying surface where eligibility depends on an LLM’s judgment of conversational intent rather than discrete keyword queries.

Signal from openai.com · read the original.

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