Marketers in Europe gain access to ChatGPT Sponsored ads as OpenAI launches its largest ad platform expansion. New tools and incentives aim to attract brands seeking engaged audiences. Early data hints at low ad frequency and light competition.
OpenAI’s decision to expand ChatGPT Sponsored ad placements to 31 European markets signals a major shift for publishers, marketers, and content businesses seeking new ways to reach audiences during high-intent moments. The rollout, which includes Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands, and Austria, marks the company’s largest ad platform expansion to date and introduces new opportunities for brands to connect with users actively exploring and making decisions.
According to OpenAI, tens of thousands of marketers have already advertised on ChatGPT, with the company refining its platform based on feedback from technology partners, users, and businesses. As part of the European launch, advertisers receive a $500 ad credit when they spend $500, a move designed to accelerate adoption. The company’s ad platform, built on AI from the ground up, now supports conversion optimization in addition to CPM and CPC bidding, helping advertisers align campaigns with business goals.
Recent updates include geotargeting, custom audiences, and expanded measurement tools such as the OpenAI Pixel, Conversions API, and third-party integrations. These features aim to give advertisers a more complete view of how ChatGPT Ads contribute to business outcomes. Analysts at New Street Research noted that the next milestone will likely be the launch of OpenAI Ads Manager for local advertisers in these markets, which they expect within two to four months based on current rollout cadence.
New Street Research described the EU launch as a significant milestone, highlighting the importance of localized Ads Manager versions and the privacy achievements enabled by OpenAI’s data residency work. The EU’s strict privacy regime, including GDPR, sets a high bar for consent, personalization, and conversion matching. OpenAI updated its European privacy terms earlier this summer, emphasizing answer independence, user controls, and privacy protections for conversations. For EU users who do not consent to broader data collection, a 'Generic Ads' version uses only basic account information.
OpenAI’s ad expansion follows earlier pilots in the United States, Canada, Australia, New Zealand, and the United Kingdom, with more recent launches in Mexico, Brazil, Japan, and South Korea. The company is also hiring a Regional Client Partner in Mumbai to drive advertising revenue in India, suggesting that India and Indonesia may be next for pilot launches. For more on how OpenAI is targeting small and midsize businesses with its ad platform, see this related coverage.
Performance data from Adthena, an AI-driven search intelligence platform, indicates that in the U.S., retail and fashion accounted for a quarter of all searches but nearly 40% of ads shown. Early in the U.S. rollout, ChatGPT displayed ads on fewer than 5% of searches, with only one ad shown at a time. Brands currently face less competition, but this is expected to change as more advertisers join. The U.K. launch, which began in June, serves as a preview for Europe, with ads limited to free users and low ad frequency anticipated in the early stages. Adthena expects a handful of categories to gain outsized visibility before competition intensifies.
