Table of contents
Introduction
For years, digital advertising has developed primarily around two major platforms: search engines, where people express a need through a search query, and social networks, where brands and companies seek to capture attention, interests and behaviours.
With the arrival of ChatGPT Ads in Italy too, a third environment is now being added to these: conversation.
On 18 August 2026, OpenAI announced the expansion of ChatGPT Ads to 31 European markets, including Italy, with the platform becoming available in the countries concerned from 31 August. This therefore marks the arrival of a new advertising channel on the European and Italian scenes.
This development is particularly interesting given the context in which the adverts are displayed. ChatGPT users are not necessarily scrolling through a feed or searching for a single keyword: they may be asking for advice, comparing alternatives, exploring an issue in more depth, evaluating a product or looking for a solution. In other words, they may already be in the middle of a decision-making process.
And this is precisely where advertising on ChatGPT brings something different to the table.
What is ChatGPT Ads and how does it work?
ChatGPT Ads enables businesses to display sponsored content within the ChatGPT experience when it is relevant to the context and intent of the user’s conversation.
A brand does not pay to be ‘recommended’ by artificial intelligence, but it can appear with a relevant advert alongside a conversation in which the user is expressing an interest, a need or an intention.
OpenAI describes ChatGPT Ads as a tool designed to reach people as they explore possibilities, weigh up alternatives and make decisions. The selection of adverts may take into account the context and intent of the current conversation, as well as the content of the advert and the page to which it links.
It is this aspect, even more so than the advertising format itself, that makes ChatGPT Ads appealing to businesses and brands.
How advertising is changing with ChatGPT Ads
On Google, a person might search for ‘business management software for SMEs’, ‘handcrafted Italian shoes’ or ‘B2B communications agency’. The search intent is distilled into a query, and the search engine returns results that match that query.
In ChatGPT, this same need can unfold in a more nuanced way. The user can describe their problem, add details, ask a follow-up question, request a comparison and gradually narrow down the options. They are looking for information, but the ultimate aim is often to reach a decision.
This difference opens up new possibilities for communication. The brand can engage with the customer not only when they already know which product they want to buy or which service they are looking for, but also whilst they are trying to work out which solution might best suit their needs.
This does not mean that ChatGPT Ads is set to replace Google Ads, Meta Ads, LinkedIn or other advertising tools. On the contrary, its value becomes more apparent when viewed within the context of a broader communication system.
Google can continue to capture explicit queries, social media platforms can focus on discovery and brand awareness, whilst ChatGPT can provide a point of contact at a more conversational stage, where information, discussion and evaluation tend to overlap.
The issue, therefore, is not about choosing which platform should come out on top. It is about understanding the role each channel can play in the journey that takes a person from discovery to decision.
Why ChatGPT Ads opens up new opportunities for businesses and B2B
If the purchasing decision is complex, this tool becomes particularly important.
In B2B, for example, the choice of a supplier, technology or service is rarely made in a matter of seconds. Those making decisions on behalf of a company gather information, compare options, seek to understand the differences and benefits, assess investments and often explore the same topic in depth several times before making contact.
These behaviours are very similar to the way in which artificial intelligence assistants are used today.
The same applies, albeit in different ways, to many consumer markets. Fashion, design, beauty, travel, the automotive sector, technology and numerous other sectors all have purchasing journeys in which people seek inspiration, advice, comparisons and reassurance before making a decision.
OpenAI emphasises precisely this point: people use ChatGPT whilst exploring options, weighing up trade-offs and making decisions, offering advertisers the opportunity to appear at moments characterised by genuine intent.
ChatGPT Ads in corporate communication strategy
At this point, it is worth a company asking itself: “What role can this channel play in our strategy?”
The value that this tool brings to a company’s communications depends on the sector, the target audience, the objectives, the customer journey and, above all, the way in which the new channel integrates with what the company is already doing.
Dandicom applies this principle to the management of advertising channels: advertising works best when it is not treated as an isolated activity, but as part of the brand’s overall communication strategy.
ChatGPT Ads with Dandicom: a new service for businesses and brands
The launch of ChatGPT Ads in Italy therefore presents a real opportunity for businesses wishing to expand their digital presence and begin establishing a foothold in the new spaces where people seek information, compare options and make decisions.
Dandicom offers ChatGPT Ads as an integrated service within its digital communication strategy, supporting companies and brands in evaluating and managing this channel in conjunction with the other marketing tools they already use.
The starting point is to understand whether this new space can create value for a specific business and what role it might play in the customer journey.
For some companies, it may represent a new tool for boosting brand awareness; for others, it may become an attractive platform during the consideration phase; in other cases, it may complement established advertising and performance marketing activities. Each project must be assessed within the specific context of the company, its market and its objectives.
Dandicom focuses precisely on this integration, bringing together ChatGPT Ads, digital strategy, advertising, content and brand positioning within a single vision.
Would you like to find out whether ChatGPT Ads could form part of your company’s strategy? Dandicom can support you in assessing and managing this new channel, integrating it with your digital communications. Please contact us to discuss this further.
FAQ
ChatGPT Ads is OpenAI’s advertising system, which enables companies to display sponsored content within the ChatGPT experience when it is relevant to the context of the conversation. The adverts are clearly distinguished from the responses generated by the artificial intelligence.
Yes. OpenAI announced the roll-out of ChatGPT Ads to Italy in August 2026, and access for businesses has been available since 31 August 2026.
No. OpenAI states that adverts are kept separate from the responses and that the presence of an advertiser does not affect what ChatGPT tells the user.