Albertsons pilots ChatGPT ads ahead of Valentine’s Day
Albertsons Companies Inc. is the latest retailer to participate in an early test of advertising on a next-gen artificial intelligence platform.
The grocery conglomerate is participating in the OpenAI Ad Pilot Program, which will allow it to test ads in the generative AI model ChatGPT.
As part of the test, Albertsons ads will appear in ChatGPT ahead of Valentine’s Day. Consumers entering search terms such as “best flowers for Valentine’s Day” or “chocolates and sweets as a gift” can potentially see distinct and clearly labeled ads from a local Albertsons Cos. banner store, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme and Tom Thumb. The ads will not influence the answer provided by ChatGPT.
If shoppers choose to engage with the ad, they will be directed to a dedicated Valentine’s Day destination portal featuring Albertsons deals, gifts and recipes including fresh flowers, chocolates, treats and gifts that can be delivered in as little as 30 minutes with the Albertsons Flash fast digital order fulfillment service.
Target and Williams-Sonoma are also both participating in the OpenAI Ad Pilot Program, although neither of those retailers is running a campaign specifically tied to Valentine’s Day.
[READ MORE: Target, Williams-Sonoma test ads in ChatGPT]
"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 Cos. "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 party essentials to celebrate their loved ones."
As the OpenAI Ad Pilot Program evolves, the retailer’s Albertson’s Media Collective retail media arm will enable its brand partners to reach targeted customers via ChatGPT.
Other AI-related initiatives at Albertson’s include a recently launched agentic AI-based shopping assistant based on Open AI models, which can complete shopping tasks for customers such as reordering weekly and frequent purchases.
Earlier in 2025, Albertsons released its Ask AI shopping assistant, which includes a Google Cloud Conversational Commerce agent. The company says it aims to reduce grocery shopping time from an average of 46 minutes to as little as four minutes.
As of Nov. 29, 2025, Boise, Idaho-based Albertsons Companies operated 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 22 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, ACME, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci's Food Lovers Market.
With agentic commerce experiences including AskAI and Albertsons AI in current use by Albertsons Cos. customers, the Collective’s catalog and content is optimized for use by large language models.
