From August 24, advertisements may appear in ChatGPT in Hungary after OpenAI expanded its advertising system to 31 European markets, according to a statement from the Marketing21 online marketing agency sent to Forbes.hu.
How the ads will be displayed
OpenAI says ads will appear below ChatGPT’s responses and will be clearly separated from the generated content. The company also states that these ads do not influence the model’s answers.
At launch in these markets, ads will be visible only to users of the free tier and the Go plan. Subscribers to Plus, Pro, and Enterprise will remain ad‑free.
How advertisers can buy space
Initially, advertisers can run campaigns through OpenAI’s sales team and through agency and technology partners. A self‑serve advertising interface will be introduced later; the announcement did not specify when.
Context and rationale
OpenAI began testing ads in the United States in February. This European rollout is the largest expansion of the program to date, covering 31 European markets.
OpenAI highlights that ChatGPT can be an attractive advertising environment because users often consult the service when making concrete decisions, such as purchases, trip planning, or choosing services.
Why this matters
The change creates a new revenue stream for OpenAI while preserving an ad‑free experience for higher‑tier paid subscribers. The introduction of ads in ChatGPT across Europe may affect user experience and competition in the digital advertising market, particularly once a self‑serve option becomes available.
Date and source
Start date for ads in Hungary: August 24, 2026. Source: Marketing21 press statement provided to Forbes.hu.
