OpenAI is expanding ChatGPT Ads to 31 European countries, including Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands, and Austria (OpenAI News). Advertisers will initially access the platform through the OpenAI Ads Solutions team, agency partners, and technology partners, with self-service access through Ads Manager launching later this summer (OpenAI News). Ads will appear only to users on ChatGPT's Free and Go plans, while Pro, Plus, and Enterprise subscribers remain ad-free (OpenAI News).
For commerce practitioners, ChatGPT Ads represent a unique opportunity to reach customers at a high-intent moment—when users are actively exploring, comparing, and making purchase decisions. The platform enables marketers to reach people planning trips, evaluating software, furnishing homes, or learning new concepts, positioning ads at critical decision-making junctures (OpenAI News). OpenAI has built conversion optimization, geo-targeting, custom audiences, and third-party measurement integrations into the platform, allowing advertisers to optimize toward business outcomes rather than clicks alone (OpenAI News).
This European expansion marks OpenAI's largest geographic rollout to date, following a February pilot in the United States and expansion to eight additional markets over six months (OpenAI News). Tens of thousands of marketers have already advertised on ChatGPT, and the company continues developing new formats and optimization tools as it scales the platform globally (OpenAI News).