Six months after the American pilot, OpenAI is expanding its network to Germany, France, Spain, Italy, Poland, Benelux and Scandinavia. Only the Free and Go plans are concerned.
OpenAI will broadcast advertising in ChatGPT from 24 August 2026 in 31 European markets, including Austria, Germany, Switzerland, France, Spain, Italy, Poland, the Benelux countries and Scandinavia. The company had opened this activity in February in the United States as a pilot before extending it to Canada, Australia, New Zealand, the United Kingdom, Mexico, Brazil, Japan and South Korea.
The advertisements will be visually separated from the model's responses in order to remain identifiable, and will only appear on the cheapest offers, Free and Go; Plus, Pro and Enterprise subscribers are exempt. Dave Dugan, Vice President, Advertising, assures that advertisers will not have access to conversation histories and that nothing will be passed on to them.
The gap between the US launch and the European launch lies in the GDPR, which requires explicit consent for personalized targeting, except to demonstrate a legitimate interest. Denying customization does not make ads disappear: it changes the ones that appear, not seeing them.
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