ChatGPT Ads is rolling out in Europe: 31 markets open for advertisers

What is new: ChatGPT Ads officially lands in Europe

Back on August 18, 2026, OpenAI officially announced the expansion of ChatGPT Ads into 31 European markets . Italy is among the countries involved. This is a significant step for the European digital advertising landscape.

Until now, the format was available in a limited capacity, mainly in the US market. Additionally, access was restricted to a select group of partner advertisers. Now, the platform is opening up to a much wider pool of companies and agencies.

The ChatGPT Ads model is structurally different from classic search channels. Ads are shown within the conversational flow, at times when the user is actively exploring options or comparing solutions. Therefore, the exposure context is intrinsically different from a sponsored result on Google.

How the format works: ads right in the middle of the chat

ChatGPT Ads are integrated natively into the model's generated response. The ad appears when the user's query is relevant to the advertiser's offer. However, OpenAI emphasizes that the response remains useful and informative even with the ad present.

The mechanism is somewhat reminiscent of sponsored results in search engines. On the other hand, the context is much richer: the user hasn't typed an isolated keyword but has started an elaborate conversation. Consequently, the intent signal is potentially more qualified.

Currently available formats include sponsored links with a short description and a redirect to the advertiser's website. According to information released by OpenAI, the platform is developing further formats for the coming quarters. In particular, the introduction of more interactive units, suitable for product comparison scenarios, is expected.

To get how intent-based ad channels work, it helps to think about how chat touchpoints are becoming a bigger deal in the customer journey.

The instant impact for advertisers in Italy

For Italian marketing managers, the launch of ChatGPT Ads represents a new inventory to evaluate carefully. ChatGPT has hundreds of millions of monthly active users globally. In Europe, the user base has grown significantly throughout 2025.

So, the real question isn't whether to test this channel, but when and with what goals. Companies operating in high-information-search categories — B2B technology, financial services, training, software — might find ChatGPT Ads a relevant complement to google ads campaigns existing.

Similarly, retail and e-commerce businesses with an extensive catalog could benefit from the format's ability to capture users in the comparison phase. However, it's important to consider that measurement metrics and attribution models are still maturing.

We at SHM Studio We recommend not automatically replicating Google Ads or Meta logic on this channel. The conversational structure requires a different creative and strategic approach, closer to content marketing than traditional paid search.

Where it fits in your media mix: how ChatGPT Ads stacks up

First of all, it's useful to place ChatGPT Ads within the overall media mix. The channel neither replaces Google Ads nor social campaigns. Instead, it positions itself in an intermediate space between active search and passive discovery.

Users interacting with ChatGPT are often in an advanced research phase. They already have an awareness of the problem or need. Therefore, the audience qualification level tends to be higher compared to traditional display formats.

On the other hand, the volume of available impressions is still lower compared to large consolidated networks. Therefore, ChatGPT Ads is better suited for incremental testing strategies than for massive awareness campaigns. For Italian SMEs with limited media budgets, this aspect is particularly relevant.

Bringing in AI-native channels means rethinking how you measure success, not just slapping on a new ad spot.

What this means for your SEO and content game plan

The arrival of ChatGPT Ads has implications that go beyond paid media. In fact, it reinforces an ongoing trend: language models are becoming a primary touchpoint in the customer journey. Consequently, organic visibility on these systems is gaining increasing value.

This trend—often called Answer Engine Optimization or AEO—is all about making sure your site content gets cited and recommended by AI models. A SEO Strategy modern setup just can't afford to skip this piece.

Furthermore, the quality and structure of the content published on the company website influence the likelihood of being mentioned in ChatGPT responses, even in non-advertising contexts. Therefore, investing in optimized copywriting and in a solid information architecture it becomes even more strategic.

For teams running campaigns LinkedIn Ads or activity of Digital marketing integrated, the arrival of ChatGPT Ads means it's time to rethink the customer journey map, keeping a close eye on conversational touchpoints.

What we still don't know: the big question marks to keep an eye on

Despite this, some open variables remain that marketing managers need to consider. Firstly, targeting methods are not yet fully documented. OpenAI has communicated that ads are shown based on contextual relevance, but technical details on audience segmentation are still partial.

Secondly, the European regulatory framework introduces elements of complexity. GDPR and the Digital Markets Act impose specific constraints on the collection and use of data for advertising purposes. Therefore, it is likely that ChatGPT Ads in Europe will operate with some limitations compared to the US version.

Finally, the issue of brand safety in a conversational environment is still an open question. Advertisers need to evaluate in which context their ads can appear and what control mechanisms are available. This aspect is particularly sensitive for brands with a premium positioning.

The analyses of Wired on the evolution of AI advertising suggest that being transparent about where ads show up will be a huge topic of discussion between platforms and advertisers in the coming months.

What to do now: key action items for the next 60 days

For marketing managers who want to position themselves correctly on this channel, we suggest a structured three-phase approach. First of all, it is advisable to register your interest on the OpenAI platform and monitor official communications regarding access requirements for European advertisers.

Next, it's useful to start a review of the existing content strategy. Materials already published on the site — landing pages, blog articles, product sheets — must be evaluated for readability and relevance for AI models. This work has value both for ChatGPT Ads and for organic visibility on conversational systems.

Finally, it is a good idea to set aside a dedicated test budget, separate from your established channels. This approach lets you gather real data without hurting the performance of your ongoing campaigns. The AI solutions that we at SHM Studio develop for clients also include evaluation frameworks for new advertising channels.

For anyone looking to level up their overall digital strategy, the starting point is always a solid look at your goals, target audience, and budget. Our services cover the entire spectrum of digital marketing, from strategy to execution. It is possible contact us let's chat with zero pressure.

What's next: where ChatGPT Ads is heading over the next 12 months

Expansion into Europe is a clear signal of OpenAI's strategic direction. Monetization through advertising is a fundamental pillar to support the development and infrastructure costs of the models. Therefore, it's reasonable to expect rapid evolution of the platform.

Between 2027 and 2028, ChatGPT Ads is likely to be equipped with more sophisticated targeting tools, richer formats, and integrations with e-commerce platforms. Similarly, the introduction of more mature analytics dashboards is expected, with attribution metrics specific to the conversational context.

For Italian marketing managers, the current window represents an early adoption opportunity. Those who start testing and building skills on this channel today will have a significant advantage when the market consolidates. The SHM Studio blog will continue to monitor developments and provide operational analysis for Italian companies.