You have to be crazy to advertise on ChatGPT!

Short answer: yes. Long answer: this episode.

ChatGPT is running ads at $60 per impression. Not per click — per impression. That’s Super Bowl money, for a platform where the majority of users still aren’t seeing any ads, you have almost no visibility into who you’re reaching, and the audience came specifically for an answer — not an ad.

Mordy and Miruna break down why this feels less like a media buy and more like a fundraising mechanism for OpenAI’s investors — and why the brands currently signing up tend to be the AT&Ts of the world, not the Verizons. Second-tier players in their categories spending Super Bowl budgets for approximately none of the Super Bowl upside.

The bigger point: if your brand isn’t showing up in AI results organically, an ad won’t fix that. It’s a brand problem, not a budget problem — and the solution is building the kind of presence that AI wants to mention without being paid to.

Jordan Koene, founder of Previsible and host of the Voices of Search podcast, joins to talk about exactly what that looks like in practice.