OpenAI is launching an advertising business aimed at $100 billion（約16兆円） in revenue by decade's end, directly competing with traditional ad platforms as it hosts its first Cannes Lions event.

What happened: OpenAI announced in February its plan to introduce ads targeting $100 billion（約16兆円） in ad revenue by the end of the decade. Over the past month, the company rolled out a self-serve advertising platform, began testing ads in Japan, and updated its Ad Tools documentation to indicate it may offer AI-powered creative tools for generating, modifying, and optimizing advertising materials. On Monday at Cannes Lions, OpenAI will hold its first-ever event at the festival, where chief revenue officer Denise Dresser will discuss the company's ad program and demonstrate new ad products.

Why it matters: OpenAI is positioning itself to capture a meaningful share of the advertising market—the company has stated aspirations to bring in half of Meta's current advertising revenue in just three years. This represents a direct challenge to traditional advertising and media companies at a moment when industry leaders like David Droga acknowledge that AI will eliminate demand for 'mediocre' creative work, forcing the advertising industry to reckon with automation of its core business.

What to watch: OpenAI is targeting $100 billion（約16兆円） in ad revenue by the end of the decade, and the company is already operating a self-serve platform with geographic expansion (Japan testing underway). The Cannes Lions Festival this week will serve as a high-profile venue for the tech and advertising industries to grapple with AI's reshaping of the creative business.