ChatGPT Ads are coming to Europe

The postings call for a regional manager for ads solutions across EMEA, based in Dublin or London, with at least 15 years in digital advertising. Under that role, six more hires split evenly across Paris, Munich and Dublin, covering regional client partnerships and customer success. Singapore gets the same three roles for APAC.

The market picks aren't random. The UK, France and Germany together generate 62% of Europe's digital ad revenue. Add those three countries to the pilot and OpenAI covers most of the continent's ad spend without touching a dozen smaller markets first.

The pace is what stands out. The pilot started in the US in February, added Canada, Australia and New Zealand in March, then the UK, Japan, South Korea, Mexico and Brazil in June. France, Germany, Ireland and Singapore would push the total to ten markets in under a year.

None of that means advertisers can buy in France or Germany today. The self-serve ads manager, the tool that lets a business set up a campaign without an OpenAI rep, only works in the US and UK so far. Every other market, including the ones that launched in June, is still running on test budgets placed through Criteo or StackAdapt.

At Cannes Lions, OpenAI's head of global ads, David Dugan, put ChatGPT's weekly user base at 900 million. Criteo CEO Michael Komasinski said the number of advertisers in the pilot had doubled in a single month. Dugan described the expansion method as "very methodical": open to 10% of a market's audience, check retention and frequency, then move to 50%, then 90%.

France carries a wrinkle the US and UK didn't. Ads are expected to appear for both Free and Go tier users, Go being the roughly €8 a month plan launched in late 2025. Only Plus, Pro, Business and Enterprise stay ad-free. A subscriber paying monthly still sees sponsored answers unless they've moved up a tier. GDPR adds another layer: personalised ads require explicit consent, and anyone who declines gets contextual placements instead, a weaker inventory than what OpenAI currently sells in the US.

For retailers watching this as a future channel, there's nothing to buy yet, only headcount. The number to track isn't the country list. It's when the self-serve ads manager expands past the US and UK. That's the moment this turns from a hiring story into a media-buying one.