Following six months of testing ads in the U.S., OpenAI is bringing ChatGPT Ads to 31 European countries starting next week, including Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands, and Austria.
At launch, advertisers can access ChatGPT Ads through OpenAI's Ads Solutions team, agency partners, and technology partners. Self-service access via Ads Manager is planned for later in the summer.
Advertising supports OpenAI's mission of democratizing access to advanced AI by funding free and low-cost tiers of ChatGPT. As in existing markets, ads will only appear for users on the Free and Go plans, while Plus, Pro, and Enterprise subscriptions will continue to be ad-free.
The expansion offers European marketers a new channel to connect with people who are actively exploring, comparing options, and making decisions.
Where Decisions Take Shape
Users come to ChatGPT with specific goals-planning a trip, selecting business software, furnishing a home, learning a new concept, or picking up a hobby. Rather than typing a few keywords, they can describe what they want to achieve, what matters most, and any constraints they face.
ChatGPT Ads allow marketers to engage people throughout the customer journey as they explore and evaluate options, providing value in moments of discovery, decision-making, and purchasing.
Guided by OpenAI's Ads Principles
Maintaining user trust in ChatGPT is central to OpenAI's advertising approach.
In line with OpenAI's ads principles, conversations remain private from advertisers and customer data is never sold. Ads in ChatGPT are always clearly labeled and kept separate from ChatGPT's responses, and advertising has no influence on the answers ChatGPT provides. Users also have control over ad personalization, and ad-free paid plans are available for those who prefer not to see ads.
OpenAI's goal is straightforward: ads should be helpful to people as they pursue their objectives and make decisions-and effective for the businesses that advertise.
Building a Global Ads Platform
In February, OpenAI began testing ads in ChatGPT with a pilot in the United States. Over the following six months, the program expanded to eight additional markets. Adding 31 European countries represents the largest expansion so far.
Alongside geographic growth, OpenAI has continued developing the ChatGPT Ads platform from scratch:
- Bidding options expanded beyond CPM and CPC to include conversion optimization, enabling advertisers to optimize toward specific business goals.
- Geo-targeting and custom audiences were introduced to help advertisers reach more relevant customers.
- Measurement capabilities grew beyond clicks through the OpenAI Pixel, Conversions API, and third-party measurement integrations, giving advertisers a fuller picture of how ChatGPT Ads contribute to business outcomes.
Tens of thousands of marketers have now advertised on ChatGPT, and OpenAI continues refining the platform based on feedback from users and businesses.
Significant progress has been made in six months, but OpenAI considers itself still in the early stages of realizing the full potential of ChatGPT Ads. As the company expands into new markets and develops new formats, optimization tools, and measurement solutions, the focus will remain on broadening access to powerful AI, preserving user trust in ChatGPT, and helping businesses meet their goals.
Businesses interested in getting started can sign up at ads.openai.com.