Advertising added to ChatGPT

ChatGPT introduced advertising in the United States in January 2026 and expanded to several other countries in the spring of the same year. The feature was rolled out in France and 30 other European markets on August 24, 2026.

Free users see ads

The advertising tool is available to adult users of the Free and Go offers, which allow free access to ChatGPT. OpenAI explains that advertising helps fund this free access while ensuring it does not influence the model's responses or compromise user privacy.

User concerns about neutrality

According to a Havas study, 26% of users would question the neutrality of ChatGPT's answers if advertisements appeared. This suggests some users may be wary of how ads might affect the perceived objectivity of the responses.

Ad format and restrictions

OpenAI chose a discreet ad format: a sponsored card appears below ChatGPT's answer, clearly marked as an advertisement. It is separated from the model's text to ensure users can distinguish between the assistant's content and the advertiser's message.

Context-based targeting

Unlike traditional advertising, which uses keywords or demographics, ChatGPT's ads are triggered by the subject of the ongoing conversation. Advertisers describe situations where their offer is relevant, using "context indicators" to guide placement.

Campaign setup and performance

Each ad campaign is built around one of three digital marketing goals: awareness, traffic, or conversion. Advertisers can set a minimum daily budget of 15 euros per campaign. E-commerce advertisers can import product feeds, though the process is still complex and OpenAI's support is limited.

Ad metrics and challenges

Initial test campaigns show a cost per thousand impressions (CPM) of around 11 euros, with click-through rates (CPC) similar to Google Ads. However, measuring campaign impact is difficult due to low cookie acceptance and limited data returning to analytics tools.

Growing AI usage in France

According to an Ipsos study, 85% of the French use search engines daily, with Google alone having around 46 million unique daily visitors in France. Generative AI use is also rising, with 59% of the French using such tools in early 2026 and nearly half using them weekly.

AI's impact on consumer behavior

AI is increasingly influencing consumer decisions, with 55% of AI users reporting they made a purchase after seeking advice from an AI. This shift affects how businesses plan their strategies, as AI-generated recommendations can directly influence consumer choices.

Competing AI platforms

Google has also entered the AI search space in France with features like AI Overview and AI Mode, which provide AI-generated answers to informational queries. However, French advertisers still cannot place ads within these AI responses, unlike with ChatGPT.

Rise of conversation-based advertising

Alongside Google Ads and Meta Ads, a new advertising space is emerging: that of conversation. This evolution affects both advertising and natural search rankings, as AI-generated responses can reduce clicks on traditional search results while boosting visibility for brands mentioned in or near the responses.