OpenAI now shows contextual ads below responses — on Free and Go accounts. In LATAM they are live in Mexico and Brazil; in Spain, since August 24. We put this briefing together for when your clients start asking.
This is how they look: a card labeled “Ad,” below the answer and separated from the organic text.
People come to ChatGPT with a clear goal: compare options, build a plan, pick a product. Ads appear below the answer, labeled and visually separated. OpenAI states they do not influence what the model replies.
The ad sits in the conversation — not inside the answer.
Plus, Pro, Business, Enterprise, and Edu stay ad-free. Ads are also not shown to accounts identified as under 18.
Logged-in adults in markets where the rollout is already live. The mass discovery audience.
Paid and enterprise plans: no advertising. There is also an ads-free Free option with lower limits.
OpenAI’s key principle: the ad does not change the model’s answer.
The rollout is country by country. In the region, these are the markets your clients will ask about first:
Mexico
Live · Aug 2026
Brazil
Live · Aug 2026
Spain
Since Aug 24, 2026
In late August, OpenAI opened self-serve Ads Manager to more countries across Europe, India, the Middle East, and North Africa. The rest of LATAM is a matter of time — better to be ready before it lands.
Each ad includes advertiser name, favicon/logo, title, description, landing page, and creative. Delivery is based on expected relevance: conversation context, landing page, copy, and advertiser context hints (not exact-match keywords).
Below the end of ChatGPT’s response. Clearly labeled as an ad / sponsored.
Chat intent + advertiser hints. No guarantee of appearing in specific conversations.
Not shown next to sensitive or unsafe contexts under OpenAI’s Ads Policies.
Suggested max bid to start on click campaigns. Ads Manager also signals whether a bid looks competitive.
Pay per thousand impressions (CPM). Optimizes for exposure volume.
Pay per valid click (CPC). OpenAI uses a relevance-weighted second-price auction.
Access via the Ads Solutions team, partners, or self-serve in the Ads Manager (Beta). Reporting covers impressions, clicks, CTR, average CPC/CPM, and conversions (pixel + Conversions API), plus UTMs on the landing page.
The user is exploring options in natural language. The ad competes on relevance in that moment — not on scroll position.
On Free accounts in Spain, searches across verticals still rarely show ads. There is a window to test before competition densifies.
If you operate in MX or BR, the channel is live. If you are in AR, PE, CL, or elsewhere, map use cases and creatives now.
UTMs on the landing page, pixel / Conversions API in Ads Manager, and a clear hypothesis for which conversations you want to accompany (context hints).
Want more depth on measurement — pixel, Conversions API, events, and feeds? OpenAI’s Ads documentation.
ChatGPT ads pilot (U.S. and first markets).
MX · BR · ES live. First Spanish- and Portuguese-language markets.
Self-serve Ads Manager opens across Europe, India, MENA, and more.