OpenAI has announced the largest expansion of its advertising platform so far. ChatGPT Ads will begin rolling out across 31 European markets during the week starting August 24, 2026.
Confirmed countries include Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands and Austria. OpenAI has not published the complete list of 31 markets, so availability in some European countries remains unclear.
Who will see ads in ChatGPT?
Ads may appear to users on the free ChatGPT plan and the lower-cost ChatGPT Go subscription.
Plus, Pro and Enterprise subscriptions will remain ad-free. OpenAI has also said in its other official advertising materials that Business and education plans do not include ads.
Advertisements will be clearly labeled and visually separated from ChatGPT’s answers. OpenAI says advertisers will not be able to influence generated responses, customer data will not be sold and individual conversations will not be shared with advertisers.
Users will also have controls for managing ad personalization.
What tools are available to advertisers?
European advertisers will initially access ChatGPT Ads through the OpenAI Ads Solutions team, agency partners and technology partners. Wider self-service access through Ads Manager is expected to follow later.
The advertising platform supports:
CPM bidding based on impressions;
CPC bidding based on clicks;
conversion optimization;
geographic targeting;
custom audiences;
campaign budgets, bids and spending controls.
Businesses can measure results using the OpenAI Pixel, Conversions API and third-party measurement integrations. These tools can track actions that take place after an ad interaction, including purchases, registrations and leads.
Advertisers receive aggregated performance information without gaining access to users’ private conversations.
How ChatGPT Ads differs from search advertising
Traditional search advertising is largely built around keywords. A ChatGPT conversation can provide significantly more context about what a person wants, what matters to them and what limitations they have.
Someone may not simply search for a laptop, for example. They may describe their budget, preferred applications, portability requirements and whether the computer is intended for work, study or gaming.
OpenAI believes this creates an opportunity to show relevant advertising while people are exploring products, comparing alternatives and preparing to make a decision.
Is ChatGPT Ads coming to every European country?
Not immediately. OpenAI has confirmed 31 European markets but has named only some of them. The company has not confirmed whether every EU country or Ukraine is included in the initial rollout.
Access to Ads Manager may also vary as OpenAI continues testing and gradually expands the platform. Interested businesses can register through the ChatGPT Ads website or request assistance from OpenAI’s advertising team.
OpenAI says advertising will help fund free and lower-cost access to ChatGPT while keeping answers independent, conversations private and users in control of their advertising experience.
Source: OpenAI’s official announcement.