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What is advertising in ChatGPT?

Generative AI isn’t just changing the way we search for information—it’s also redrawing the map for the entire digital advertising market. In Sweden, ads on ChatGPT are already available for purchase. So this is no longer something on the horizon: it’s a channel that exists right here and now.

Unlike traditional search engines, where ads appear in fixed locations next to search results, advertising in ChatGPT is about being visible right in the middle of the user’s problem-solving process—when people are comparing options, asking for advice, or planning a purchase. This represents a major shift for digital marketing, bringing new opportunities but also new technical and strategic requirements. Here, we’ll walk you through how it works and how you can capitalize on the opportunities offered by AI.

How ChatGPT Ads Work in Practice

OpenAI has chosen a context-driven advertising model that focuses on relevance and privacy:

Context instead of keywords: Ads are guided by the topic of the conversation and what the user wants to achieve, not by exact keywords. Using what are known as “context hints,” the advertiser describes in words the situations in which the ad is appropriate.
Clear separation from the responses: Sponsored links appear alongside ChatGPT’s responses and are clearly labeled “Sponsored.” The ads are handled entirely separately—no advertiser can pay to influence what ChatGPT says.
Target audience and reach: Ads are shown to users of the free version or the Go version, as well as to users who are not logged in. All paid subscriptions are ad-free.

Search Advertising vs. Advertising in ChatGPT

Factor	Traditional Search Advertising	Advertising on ChatGPT
Governance	Exact Search Terms and Bidding	The content of the conversation and the user’s intent, plus location and the user’s own customer lists
Location	Fixed ad slots next to the search results	Clearly labeled links related to the answer
User’s Location	Searching for and skimming through links	Seek advice and compare options in a conversation
Message	Short, persuasive ad copy	Advice and problem-solving content

A man in a blue shirt is pointing at a computer screen displaying a dashboard with charts and data visualizations. In the background, the Älvsborg Bridge in Gothenburg is visible, which reinforces the page’s focus on AI solutions, customized digital tools, chatbots, and smart systems.

4 Requirements for Successful Advertising on ChatGPT

Successful advertising on ChatGPT requires more than just a good ad copy. You don’t target by age or gender; instead, you describe in words the situations in which your service is a good fit—and then the website and analytics take on more of the work.

Measurement: The website needs to be linked to OpenAI; otherwise, it won’t be possible to see how the ads are performing.
Customer data: Email addresses and phone numbers must be encrypted before being sent, and the same purchase must not be counted twice.
Access: OpenAI’s bot must be able to read your landing pages—if it can’t access them, no ad will be displayed.
Content: The message should provide advice and solve problems, not be overly sales-oriented.

The Situation in Sweden

Live in Sweden: August 24, 2026
Self-Service: September 2026
Contextual: Displayed to everyone
Personalized: Requires consent
Ad-free: All paid subscriptions

What Applies in Sweden and the EU

Advertising on ChatGPT is already up and running in Sweden, and the platform is growing rapidly—in less than half a year, it went from a pilot program in the U.S. to a billion-dollar business on an annualized basis.

In the EU, however, there is an important difference. Ads based solely on the current conversation are shown to everyone. Ads based on the user’s past behavior require the user’s prior consent. Thus, users who opt out do not avoid ads entirely—they are shown contextual ads instead.

For a large portion of the Swedish audience, therefore, the conversation is the only thing the system has to go on. In that case, the outcome depends on how well you’ve described your situations—and on whether your website allows OpenAI access.

We can help you with your technical infrastructure

New ad formats require the right technical foundation. We’ll make sure your website, systems, and tracking are ready for advertising on ChatGPT:

Pixel and Conversions API: Our developers connect your website to OpenAI and verify that the metrics are accurate, so that your conversion tracking reflects the actual performance of your ads.

System and CRM Integrations: We connect your e-commerce platform or CRM to Ads Manager so that purchases and leads are automatically recorded in real time. If ready-made integrations are available for HubSpot and Shopify, we use them—otherwise, we build the connection ourselves.

Technical SEO and crawler optimization: We make sure your website allows OpenAI’s bot to access it, so that the ads can be displayed at all. This is the same groundwork that forms the basis of our ongoing management —otherwise, a block that sneaks in during a server migration could take the entire campaign offline.

We can help you with strategy, content, and campaign management

Once the technology is in place, we’ll take your business all the way from concept to a finished, optimized campaign within the conversation flow:

Purchase Intent Analysis: We identify the problems and questions your customers are asking generative AI, so you can be part of the right conversations.

Contextual hints and ad copy: We create informative and relevant content that fits naturally into a conversation.

Account Setup and Optimization: We’ll set up your account in OpenAI Ads Manager, structure your campaigns, and continuously optimize them to meet your business goals.

Conclusion

Advertising on ChatGPT isn’t about shouting the loudest; it’s about providing the best answers at exactly the right moment. Brands that lay their technical and strategic groundwork now will gain a significant head start over their competitors.

The next step is already in sight: in September 2026, OpenAI introduced Sponsored Agents—ads with which users can have a conversation. So far, they’re only being tested with select advertisers in the U.S., but the direction is clear—the ad becomes a conversation, not a link.

Would you like to know how your company can use advertising in ChatGPT? Contact us for a no-obligation meeting, and we’ll review your technical requirements and help you get started.