Since 2026, ChatGPT shows ads. It started as a test in the United States and within months opened to dozens of countries, with its own Ads Manager so any company can advertise. It is the first major paid channel to appear in years, and it is worth understanding before it fills up with competitors.
What ChatGPT Ads are
They are sponsored ads shown inside conversations, kept separate from the answer and always labeled as advertising. According to OpenAI, ChatGPT’s answer does not change because of the ad: the two systems run separately.
- They are shown to users on the Free and Go plans. Paid plans (Plus, Pro and business plans) see no ads.
- Targeting is mainly contextual: the ad is chosen by the topic of the conversation, not by a cookie history.
- They are bought per click (CPC) or per thousand impressions (CPM), and conversions can be measured with a pixel or API.
Where they are available
According to industry reports, the rollout moved fast:
- February 2026: first tests in the United States.
- May 2026: self-serve in the US, with no minimum spend.
- August 2026: the UK, Mexico, Brazil, Japan, Korea and 31 European markets, including Spain.
- September 2026: self-serve opens to more than 50 countries.
The list changes often. Before planning, check ads.openai.com to see whether your country is enabled for advertisers and for ad delivery.
Why it matters
More and more people use ChatGPT to research before they buy: comparing providers, understanding options, asking for recommendations. Those conversations carry strong intent and, until now, could only be reached through organic content. Ads open a direct door.
It is also a new channel: there are fewer advertisers than on Google or Meta, and there is still room to learn before costs go up.
How to run a first test
- Set a measurable goal: leads, demos or sales. Install the pixel and check that it records conversions before spending.
- Pick 2 or 3 conversation topics where your product is a natural answer: problems you solve, comparisons, buying questions.
- Write helpful ads, not generic ones: in a chat, messages that help people decide work better than slogans.
- Set a limited budget and a time frame (for example, 4 to 6 weeks) to collect enough data.
- Compare it with your other channels on the same basis: cost per lead or per sale, not per click.
What to keep in mind
- It is a beta product: targeting and reporting are more basic than in Google Ads.
- It does not replace search or SEO: paid-plan users see no ads, so showing up in ChatGPT’s organic answers is still key.
- Most performance figures in circulation come from agencies and from OpenAI itself. Measure your own results before scaling.
Frequently asked questions
How much do I need to spend to start?
Self-serve has no minimum spend. Still, set a budget that lets you collect enough clicks and conversions to draw conclusions.
Does the ad change what ChatGPT answers?
According to OpenAI, no. The ad is shown separately from the answer and labeled as sponsored.
Does it work for B2B companies?
Yes, especially when buyers research a lot before reaching out: professional services, software, industrial. Those conversations carry high buying intent.
Can MAAP manage it?
Yes. We integrate it with your digital advertising and measure it the same way as Google Ads or Meta: leads and sales.