OpenAI has officially expanded advertising within ChatGPT across Europe, opening up a significant new channel for brands looking to reach consumers during moments of research, consideration and decision-making.
Unlike traditional search, where consumers typically enter short keyword queries, ChatGPT users provide considerably more context around what they are trying to achieve. This creates an interesting advertising proposition: the opportunity to appear while consumers are actively exploring options, comparing products and shaping purchase decisions.
For Irish advertisers, this launch comes as online discovery is becoming increasingly fragmented. Core research indicates that 39% of Irish adults would already be likely to start their search for travel and holidays using AI. This makes ChatGPT particularly interesting for clients already investing heavily in search and other intent-led channels.
However, we should view this as an emerging test-and-learn opportunity rather than an immediate replacement for established channels. Early tests indicate that CPMs are high. As inventory becomes available in 2027 and beyond, we’d expect CPMs to drop.
Despite this, early adoption could prove valuable. As consumer discovery shifts towards AI, testing now gives Irish brands an opportunity to understand what drives visibility and performance before the channel becomes more established and potentially more competitive.
FAQs about ChatGPT advertising in Europe and Ireland
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Irish businesses can sign up through OpenAI's Ads Manager, subject to account eligibility and approval. Ireland is listed among the countries with self-service access. Advertisers can also explore support through OpenAI's advertising team or partners. The official availability guide explains the requirements for accessing the platform.
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Traditional search advertising generally targets users through search queries and keywords. ChatGPT advertising can use conversational context to match sponsored placements with people researching products, comparing options or making decisions. OpenAI's European launch announcement explains how this conversational environment creates opportunities to reach consumers at different stages of their decision-making process.
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ChatGPT advertising supports geographic targeting and custom audiences, allowing eligible advertisers to refine who their campaigns can reach. Ad relevance can also be informed by conversational context. OpenAI's advertising announcement confirms these capabilities, although the specific targeting options available may depend on the advertiser's account and campaign configuration.
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Advertisers can measure ChatGPT campaigns using impressions, clicks and available conversion reporting. OpenAI's advertising platform also supports the OpenAI Pixel, Conversions API and third-party measurement integrations. These tools allow brands to evaluate campaign activity and attributed outcomes, helping them assess performance against their marketing objectives.
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Irish advertisers should define their campaign objectives, target audiences, budgets and measurement approach before testing ChatGPT advertising. OpenAI supports CPM and CPC bidding alongside conversion optimisation, giving advertisers different ways to manage campaigns. As the platform continues developing, brands should evaluate early results carefully and compare performance against their wider media objectives.
Source: OpenAI