OpenAI has announced two things that are exciting for marketing teams and decision-makers: advertising and the new, cheaper ChatGPT Go subscription to complement the existing Plus and Pro subscriptions.
The advertising will be clearly labeled and separated from responses, initially appearing only with free use and the new Go subscription. There are no plans to influence the responses themselves.
Why this could be a shift for marketing
ChatGPT is not just another channel, but an intent interface: users often come with a specific problem (“What should I buy?”, “How do I solve X?”, “Which tools are suitable?”), not with a keyword. This context is an important signal for advertisers and marketers.
OpenAI also positions ChatGPT as a trusted space. When ads do appear, they will (at least initially) be integrated very cautiously and more as “contextual recommendations.”
What Google is already doing: Ads in AI Overviews
Google’s “AI Overviews” (AI summaries above the classic results) are now available in many countries. Google has tested and expanded monetization for this step by step.
Ads in AI Overviews appear primarily for search queries without a “correct answer,” where Google aggregates information from multiple sources. Ads are only displayed for some of these overviews when commercial intent is detected and high-quality, relevant ads are available. In addition, the content of the ads must match the AI summary.
ChatGPT usage: worldwide and in Germany
Global: extremely high usage
OpenAI refers to 700 million weekly active users (as of September 2025) in official publications, and the number is probably higher now.
Germany: widespread AI usage, ChatGPT dominates
Surveys conducted at the end of 2025 show that around two-thirds of people in Germany use AI applications, with ChatGPT being the most frequently used tool.
What opportunities arise for marketers?
1) “High-intent ads”: advertising close to the decision
If ads in ChatGPT are really played out contextually (and not personally), this means:
- Problem > Solution > Provider in one process
- Less friction
This advertising opportunity is therefore particularly exciting for consulting-intensive products and services such as SaaS, financial products, education, travel, electronics, etc.
2) Commerce potential: When ChatGPT not only recommends, but also sells
OpenAI is simultaneously expanding commerce integrations. For marketers, this means that product data, availability, prices, shipping, etc. could be integrated directly into the process.
3) Attribution & measurability: UTM is becoming more important (and creative) again
When users leave ChatGPT by clicking on an ad, tracking remains relevant:
- Separate landing pages for each intent cluster
- UTM standards that identify ChatGPT campaigns separately
- Server-side tracking and measurement concepts that take privacy into account
Referral traffic from AI chatbots can already be very strong, which is why continuous adaptation and optimization in the areas of SEO and GEO (Generative Engine Optimization) is worthwhile.
What can you do now?
- Build an intent map
What 20–50 questions do customers ask—and how can they be answered in 30 seconds?
- LLM audit
Product pages, help centers, comparison sites, FAQs, structured data, consistent naming
- Strengthen authority
Tests, reviews, specialist articles, partner sites, communities
- Landing pages for advice
Not just features, but “If you want X, take Y” with clear steps for implementation
- Prepare measurement setup
UTM naming, server-side, CRM mapping, GDPR-compliant
Conclusion
When ChatGPT Free & Go get advertising, another playing field emerges between search intent and assistant experience. Hopefully, the winners won’t be the loudest advertisers, but the brands that:
- Provide the best answers to real user questions
- Are measurably integrated into the funnel
- Build trust
