ChatGPT 广告的开端
The Beginning of ChatGPT Ads
AI总结：
本文首次实证研究 ChatGPT 广告，采用傀儡审计方法，发现低收入账号更易收到广告，发布了广告存档并提出未来研究建议。
AI中文摘要：
本文对大型语言模型（LLM）面向用户的在线界面中推出的广告内容展开了首次实证研究。我们采用傀儡审计方法，系统考察了向美国 ChatGPT 用户展示的广告内容中可能存在的人口统计学差异。我们创建并部署了91个傀儡账号，采用3×3析因设计，利用地理位置线索（账号IP代理和位置提示）标识三个种族/族裔群体（黑人、西班牙裔、白人）和三个收入三分位组（低、中、高）。我们于2026年2月开始数据收集，针对335个符合真实用户查询范围的提示，从186家不同广告商处收集了超过3000条广告。我们发现，账号在创建14天后开始收到广告，且无论种族如何，低收入账号更有可能收到广告。在 ChatGPT 广告的第一阶段，广告本身严重偏向消费品，引导用户访问特定广告商而非特定产品，且与 LLM 的响应文本明确分离，我们预计随着广告持续集成到 LLM 聊天界面中，这些观察结果将会改变。我们发布了所有收集到的广告的可公开搜索存档。最后，我们讨论了研究结果的意义，并为未来 LLM 广告的实证研究提出了方法学和理论建议。
英文摘要：
This paper presents the first empirical study of advertising content being rolled out in the user-facing online interfaces of large language models (LLMs). We systematically examine possible demographic differences in ad content shown to U.S. users of ChatGPT using a sock puppet audit methodology. We create and deploy 91 sock puppets in a 3x3 factorial design, using geolocation cues (account IP proxies and location-signaling prompts) to signal three racial/ethnic groups (Black, Hispanic, and White) and three income terciles (low, medium, and high). We conduct data collection starting in February 2026, collecting over 3,000 advertisements from 186 unique advertisers in response to 335 prompts on a range of realistic user queries. We find that accounts begin receiving ads 14 days after account creation, and that lower-income accounts, regardless of race, are more likely to receive ads. In this first phase of ChatGPT ads, the ads themselves skewed heavily towards consumer goods, directed users to a specific advertiser rather than a particular product, and were clearly separated from the LLM's response text, observations we anticipate will change as ads continue being integrated into LLM chat interfaces. We release a public, searchable archive of all collected advertisements. Finally, we discuss the implications of our findings, and conclude with methodological and theoretical recommendations for future empirical studies of LLM advertisements.
