Ad industry insiders are frustrated with the slow rollout of OpenAI's ad pilot on ChatGPT, which has attracted interest from brands and agencies across the world. Three of the world's largest ad agencies, WPP, Omnicom and Dentsu, are part of the testing program. However, multiple sources say the test is moving too slowly to meet expectations. The high cost of participating in the test was high, with some brands dedicating between $200,000 and $250,000, more than double the typical experimental ad commitment. Some brands are concerned about the slow pace of rollout, which means their full budget commitments are unlikely to be spent by the end of March. The company, OpenAI, stated that the goal is to learn and refine the experience for consumers before expanding it more broadly.