ChatGPT ads have arrived in the UK: should your business advertise inside AI chats?
OpenAI now shows ads in ChatGPT to UK users, and self-serve access is opening up to businesses. Here’s how it works and whether it’s worth testing.
OpenAI began testing ads in ChatGPT in the US in February 2026, opened a self-serve Ads Manager to US businesses in May, and switched ads on in the UK in early June, making Britain its first European market. A self-serve beta for UK businesses began rolling out shortly afterwards, though OpenAI describes the rollout as gradual and some advertisers still need to register interest first.
How ChatGPT ads work
- Ads appear beneath ChatGPT’s answers and are clearly labelled.
- Only Free and Go users see them. Paying Plus, Pro, Business and Enterprise users don’t, and OpenAI says ads aren’t shown to under-18s.
- No traditional keywords. Advertisers describe the kinds of conversations they want to appear alongside, and OpenAI’s system matches ads to the topic being discussed.
- Buying options include paying per thousand views or per click.
- OpenAI says ads do not influence the answers ChatGPT gives.
Should you test it?
It’s early. Agencies running tests report that clicks currently cost more than on mature platforms like Google and Meta, and the reporting tools are still developing. For businesses already stretching their Google Ads budget, it’s probably not the place to start. For businesses with budget to experiment, an early test can show whether your customers are asking ChatGPT about your type of product or service.
The free step everyone should take
Before spending anything, ask ChatGPT the questions your customers would ask, such as “best [your service] in [your town]”, and see what it says. If your business doesn’t appear, or the details are wrong, that’s an SEO and reputation job worth fixing first, because those organic answers are free.