ChatGPT ads have now launched in the UK, marking a major development in paid media. OpenAI has begun rolling out its Ads Manager beta to UK advertisers, following its wider move to test ads inside ChatGPT while keeping paid placements separate from organic answers.
An Irish launch date has not yet been confirmed, but it is expected to follow later this year. For advertisers in Ireland, the UK rollout gives an early view of how the platform may perform once it becomes available locally.
Why it matters
ChatGPT ads are different from traditional search or social placements because they appear within conversational journeys. Ads are matched to conversations based on relevance, using signals such as ad copy, landing page content and contextual hints. This gives advertisers the opportunity to appear when users are actively researching, comparing options or making decisions.
Early indicators suggest the platform is being positioned as a high-intent environment. OpenAI has also introduced broader buying tools, including partner access, CPC bidding and expanded measurement options, while stating that conversations and personal details are not shared with advertisers.
From the first week of UK activity, CPMs are currently around $35, lower than the earlier projected range of $45–$50. CTRs are generally around 1%, with some activity reportedly reaching as high as 5%.
Conversion rate data is still too early to call. However, OpenAI has quoted conversion rates at around 4x social media, which, if sustained, would position ChatGPT as a serious performance channel rather than just an awareness placement.
What it means for us and for advertisers in Ireland
For Irish advertisers, the key takeaway is that ChatGPT ads should not be treated as a standard display test. CPMs are premium, but lower than expected, while CTRs suggest strong initial curiosity and contextual relevance.
The biggest shift is optimisation. OpenAI is recommending that advertisers begin with a high volume of creatives and broader contextual targeting. This makes creative quality and message variation central to performance. Brands should prepare multiple versions of ad copy, landing pages and conversational use cases rather than relying on one or two polished assets.
Measurement is already part of the setup. UTMs, CM360 click-trackers and the ChatGPT conversion pixel can be used, making the channel easier to compare against paid search, paid social and programmatic activity.
The Amazon example also shows how major advertisers are beginning to use ChatGPT as a discovery and traffic-driving channel, while keeping the conversion journey within owned platforms.
Conclusion and takeaways
ChatGPT ads are still in the very early stages, but the first UK results are encouraging. CPMs are lower than expected, CTRs are competitive for a new premium environment, and the platform’s conversational context gives it a distinct role within the media mix.
For Irish advertisers, the priority should be preparation. Brands should begin identifying high-intent customer questions, testing landing pages, building creative variations and considering how ChatGPT could sit alongside search, social and retail media.
FAQs about ChatGPT advertising in the UK
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ChatGPT advertisements appear as clearly labelled sponsored placements, visually separated from AI-generated answers. Ads can be matched to the topic of a conversation and other permitted relevance signals. OpenAI's advertising guidance explains that sponsored placements are separate from ChatGPT's responses and do not influence the information provided in those answers.
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ChatGPT advertisements may appear to eligible adult users on Free and Go plans. Plus, Pro, Business, Enterprise and Education plans remain ad-free. OpenAI also restricts advertisements for users identified as under 18 and around sensitive topics such as health and politics. These restrictions are outlined in OpenAI's advertising announcement.
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ChatGPT selects relevant advertisements using signals such as the topic of a conversation, previous chats and interactions with ads, subject to applicable privacy controls. For example, someone researching recipes might see an advertisement for a meal delivery service. OpenAI's explanation of ad relevance confirms that advertisers cannot access private conversations.
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No, advertisements do not influence ChatGPT's answers. OpenAI states that responses are generated independently of paid advertising, with sponsored placements clearly labelled and displayed separately. Advertisers cannot pay to change ChatGPT's recommendations or responses. This separation is a central part of OpenAI's advertising principles.
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Yes, users can choose an ad-free experience through eligible paid subscriptions. Free users may also have an option to disable advertising in exchange for reduced usage limits. ChatGPT provides controls to dismiss advertisements, adjust personalisation and provide feedback. OpenAI's user controls explain the available options.
