ChatGPT Ads: a new touchpoint in the customer journey

When a question becomes a decision

On August 24, 2026, ChatGPT Ads became available in Austria and other European markets. This gives companies a new opportunity to advertise in ChatGPT and reach users while they are actively researching their options.

Research, comparisons, and purchasing decisions are increasingly taking place within ChatGPT.

Users look for suitable products, compare offers, and ask for recommendations to solve specific problems. ChatGPT Ads introduce a new advertising touchpoint directly within this process.

What makes this especially interesting is the stage at which the ads enter the journey. Users often already know what they need but have not yet decided on a specific product, brand, or provider.

Current figures show that AI is already influencing this phase: According to a Shopfully survey, one in five European shoppers surveyed used AI to assist in a purchasing decision in the past twelve months.

For performance marketing, this creates a highly relevant new touchpoint: When part of the research and decision-making process moves into AI conversations, brands gain another opportunity to become visible at a decisive moment.

What ChatGPT Ads look like

ChatGPT Ads appear below ChatGPT responses and are clearly labelled as sponsored content. Paid placements remain separate from organic responses: Ads do not influence the answers ChatGPT provides.

Currently, there are three different ad formats:

• Text ads are the simplest format. Which ad is displayed depends, among other things, on the topic and intent of the ongoing conversation.
• Product ads can include not only text but also a product image, price, availability, and shipping information. This requires well-structured product data.
• Interactive ads go one step further: Users can interact directly with the ad and ask additional questions. This allows them to narrow down their options further, for example when planning a trip.

How do ChatGPT Ads work? Context over keywords!

Search advertising focuses on specific search queries. Paid social advertising uses factors such as interests, target audiences, and behavior. With ChatGPT, another dimension comes into play: the context of the conversation.

Users don’t just say what they’re looking for. They can explain what they need, what matters to them, and which options they’ve already considered.

Here’s an example: A user is looking for a hotel for a family vacation. During the conversation, they mention their budget, travel dates, preferred location, and specific requirements for the hotel. This reveals significantly more about their current needs than a single search query would.

This is exactly where we see the potential of ChatGPT Ads: Brands can be present at a moment when interest is already high, but the final decision hasn’t been made. In our view, this makes ChatGPT particularly interesting for the consideration phase and the mid-funnel.

ChatGPT Ads vs. Google Ads and paid social

Will ChatGPT Ads replace Google Ads or paid social in the future? From our perspective, the answer is a clear: no.

These channels serve different purposes. Paid social can generate attention and stimulate demand. Search addresses a specific search intent. ChatGPT adds another touchpoint when people are researching, comparing options, and preparing to make a decision.

For businesses, the key question is therefore not which channel will become more important in the future. What matters is how the individual touchpoints work together.

ChatGPT Ads should therefore not be planned in isolation but as part of the existing media mix.

Paid and organic go hand in hand in AI, too

ChatGPT Ads are part of a broader development. With generative engine optimization (GEO) and AI visibility, we’re already looking at whether and how brands appear in responses from ChatGPT, Google AI Overviews, and other AI systems. Paid AI, also known as generative engine advertising (GEA), now adds the paid dimension.

For us, the two complement each other.

Anyone who wants to be visible organically in AI systems needs relevant content, clear information, and well-structured data. But it’s not only your own website that matters. External sources such as media outlets, forums, and social media also play a role.

Paid AI additionally creates the opportunity to build a paid presence in relevant situations.

“Paid and organic must be considered together in AI search.” – Ines Eschbacher, Managing Director at valantic Austria

This goes far beyond SEO and performance marketing. Content, social media, data, tracking, and a company’s own website all help shape how a brand is perceived and what happens after a customer comes into contact with it. That’s why these areas shouldn’t be planned separately, and this also goes for AI.
That’s precisely where our strength as a full-service digital agency lies: We bring these disciplines together and develop strategies that span the entire customer journey.

Is your brand ready for paid AI?

With a new channel, it’s tempting to jump right in. Before running your first test, however, it’s worth answering a few basic questions:

• For which questions and topics should your brand be relevant?
• How is your brand currently represented in AI responses?
• Do your content and landing pages align with the situations in which ads are shown?
• Is it clear how ChatGPT Ads interact with search, social media, and other channels?

Not every brand needs to invest in ChatGPT Ads right away. But companies should start understanding now what role AI plays in their target audiences’ research, comparison, and purchasing decisions.

FAQ about ChatGPT Ads

Please note: As of August 2026, ChatGPT Ads are in an early market phase. Availability, features, and pricing models are subject to change.