OpenAI’s ads business is going global.
Over the coming weeks it will start testing ads in its ChatGPT AI-powered chatbot in the U.K., Brazil, Japan, South Korea and Mexico. Those countries join the U.S., Canada, Australia and New Zealand as markets where advertisers can buy ads in the app, though not all markets are equal. In the U.S., for instance, capabilities are more advanced and advertisers can reach logged-out users as well as logged-in users. Moreover, they can do that themselves after the platform opened up access to its self-serve ads manager earlier this week to U.S. advertisers of all sizes — restricted categories aside.
“We’re excited to begin expanding the ChatGPT ads pilot into additional regions following strong interest from businesses looking to reach users in a more conversational, intent-driven environment,” said Dave Dugan, head of global ads solutions at OpenAI. “As we expand thoughtfully, we’re focused on learning what works best for users and advertisers in each region while staying grounded in the principles that matter most to us: answer independence, privacy, and user control.”
The geographic push is the latest in a run of moves from OpenAI. In the past six weeks alone it has hired an ads boss, unveiled ad tech partnerships, launched measurement infrastructure, reduced pricing and launched its ads manager. Somewhere between now and when the test started back in February, the cautious test became something more deliberate.
