Advertisers across Europe will soon access ChatGPT Ads, as OpenAI rolls out its conversational ad platform to 31 new markets. The move opens a high-intent channel for brands, with campaigns managed by OpenAI partners before self-service launches later this summer.
OpenAI is set to launch ChatGPT Ads in 31 European countries next week, marking its largest international expansion to date. The rollout will include major markets such as Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands, and Austria, giving European advertisers access to a new conversational advertising channel distinct from traditional search or social media placements.
Initially, advertisers in these regions will not have direct self-service access to the platform. Instead, campaigns will be managed through OpenAI’s Ads Solutions team, agency partners, and technology partners. OpenAI has stated that self-service access via Ads Manager is expected to become available later in the summer, broadening participation for brands and marketers.
Currently, ChatGPT Ads are shown only to users on the Free and Go plans. Those subscribed to Plus, Pro, or Enterprise tiers will continue to experience ChatGPT without ads. OpenAI emphasizes that all ads are clearly labeled and kept separate from the chatbot’s responses. The company also assures users that advertisers do not receive access to individual conversations, and that advertising does not influence the answers generated by ChatGPT.
The European expansion significantly increases the potential reach of ChatGPT as an advertising platform. For marketers, the unique value lies in the ability to reach users during product research, comparison, and decision-making moments-when intent signals are often stronger than those from keyword searches or passive social impressions. As more people use ChatGPT to articulate their goals and preferences in natural language, advertisers gain new opportunities to engage with audiences at critical points in the customer journey.
OpenAI began testing ChatGPT Ads in the United States in February and has since expanded to eight additional markets. The addition of 31 European countries represents the company’s most substantial geographic growth so far. According to OpenAI, tens of thousands of marketers have already run campaigns on ChatGPT since the initial launch.
The ad platform itself has evolved rapidly. OpenAI has introduced features such as conversion optimization bidding, geo-targeting, custom audiences, the OpenAI Pixel, and a Conversions API for tracking outcomes beyond clicks. Third-party measurement integrations have also been added, bringing ChatGPT Ads closer to the targeting, optimization, and measurement standards expected from established digital advertising platforms.
With this expansion, OpenAI is moving from an experimental U.S.-focused ad product toward a global advertising solution. The company’s next challenge will be to demonstrate that conversational intent can translate into measurable performance for marketers-while maintaining the trust that underpins user engagement with ChatGPT.
Founded in 2015, OpenAI has rapidly grown into a leading force in artificial intelligence, with ChatGPT reaching over 100 million weekly active users by 2024. The company’s commercial offerings, including ChatGPT Plus and enterprise solutions, have contributed to a reported annualized revenue exceeding $1.6 billion as of early 2026. OpenAI’s expansion into advertising marks a significant shift in its business model, positioning the company as a major player in the global digital ad market.
