ChatGPT Ads Arrive in Europe: What It Means for Irish Advertisers

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.

Source: OpenAI