Albertsons Companies will be participating in the OpenAI Ad Pilot Program, testing how new ad formats in ChatGPT can create personalized advertising experiences for consumers ahead of Valentine’s Day.
The Boise, Idaho-based grocer will explore how relevant ads unlock value for users and brands in conversational experiences as an early pilot partner for the program, which OpenAI launched in February 2026 for logged-in U.S. adults using ChatGPT’s free and Go tiers.
“By joining the OpenAI Ad Pilot Program, we have a unique opportunity to explore and help shape cutting-edge ways to connect consumers with the right Albertsons Companies products at the right time by thoughtfully integrating into the digital experiences they already love,” said Jennifer Saenz, chief commercial officer at Albertsons.
“Just in time for Valentine’s Day, this pilot program is yet another channel that allows us to meet customers when and how they choose to shop for convenient and easy recipes, meals, gifts and more.”
How the pilot works
Consumers entering search terms such as “best flowers for Valentine’s Day,” “chocolates and sweets as a gift” or “how to celebrate Galentine’s” can potentially see distinct and clearly labeled ads from their local Albertsons banner store including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, ACME and Tom Thumb.
If shoppers choose to engage with the ad, they will be directed to a Valentine’s Day destination featuring Albertsons deals, gifts and recipes including fresh flowers, indulgent chocolates, sweet treats and thoughtful gifts that can be delivered in as little as 30 minutes with Flash.
Ads appear below prompt responses and comprise a small snippet of text with an accompanying product image. OpenAI determines which offer to display based on the contents of a prompt, the user’s chat history and past ad interactions.
“We’re focused on advertising that enhances the customer journey, instead of interrupting it,” Saenz said. “By testing ads in ChatGPT, we’re growing our engagement with new customers and continuing to connect with our current customers in meaningful ways.”
Retail media implications
As the OpenAI Ad Pilot Program evolves, Albertsons Media Collective, the retail media arm for Albertsons, is positioned to help brands leverage the advertising format. OpenAI has asked brands participating in the pilot to spend at least $200,000, according to Adweek.
The pilot builds on Albertsons’ strategy to modernize capabilities through technology and artificial intelligence. The company has embedded AI across many parts of the enterprise and is enabling its associate workforce to use agentic AI and generative AI.
Albertsons recently launched an AI shopping assistant and AskAI designed to make grocery shopping faster, smarter and more personalized. The AI experience, powered by OpenAI models, is available on all Albertsons banner websites as Albertsons AI, Safeway AI, Vons AI, Jewel-Osco AI and other banner-specific versions.
Customers’ early adoption of the AI tools is showing strong engagement and double-digit basket growth as customers discover new products more easily and plan meals faster, according to the company.
“Albertsons Cos. remains committed to the power of technology and AI, as evidenced by this early advertising test with OpenAI,” the company stated. “By exploring new AI powered pathways to deepen customer engagement and personalize the shopping experience, the company continues to deliver on its promise to earn Customers for Life.”
Albertsons operates 2,243 retail stores with 1,708 in-store pharmacies, 404 associated fuel centers, 22 dedicated distribution centers and 19 manufacturing facilities. The company operates stores across 35 states and the District of Columbia under more than 22 banners.
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