OpenAI expands ChatGPT ad pilot across Europe

OpenAI is expanding ChatGPT Sponsored ad placements across 31 European markets, including Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands, and Austria. The rollout is the company’s largest expansion of the ad pilot to date, following its February launch in the United States and subsequent moves into eight additional markets.

Tens of thousands of marketers have advertised on ChatGPT, and OpenAI is offering a $500 ad credit when advertisers spend $500. The platform is built around AI-based ad tools that go beyond CPM and CPC bidding, adding conversion optimization, geotargeting, custom audiences, the OpenAI Pixel, Conversions API, and third-party measurement integrations.

New Street Research said the next step is likely a localized OpenAI Ads Manager for these markets, potentially in the next 2-4 months. Analysts described the European rollout as a privacy milestone because of the EU’s stricter rules and OpenAI’s data residency work, while noting the company has emphasized answer independence, user controls, and keeping conversations private from advertisers.

Adthena said early performance patterns suggest low ad frequency at launch, with ads appearing on fewer than 5% of U.S. searches early in the pilot. Retail & fashion accounted for one quarter of all U.S. searches but nearly 40% of ads shown, signaling that some categories could gain outsized visibility before competition increases.