OpenAI prepares the introduction of advertising in ChatGPT in Europe

In this sense, advertising would not have to intervene directly in the generation of each response to influence the outcome. The mere act of steering the conversation toward a brand or solution could modify the subsequent development of the exchange with the chatbot.

Karoline Ströhlein expresses a similar concern about the apparent authority of these recommendations. If the chatbot says: "Für deine Situation würde ich Produkt A empfehlen, weil …", the indication can look like personal advice, even though it is not a neutral recommendation.

Ströhlein warns that users could interpret the response not only as a compilation of information, but also as help in making decisions. The boundary between information and promotion thus constitutes one of the main risks flagged by the specialists cited.

A boundary between information and promotion

The doubts extend to Europe, where the introduction of ads will have to coexist with users' expectations about the reliability of ChatGPT. The debate is not limited solely to whether ads will appear, but also to how commercial communications will be distinguished from informative responses.

The published information does not specify which advertising formats OpenAI will use in Europe nor when the rollout will begin in each country. Nor does it establish concrete measures on labeling, ad selection, or the prevention of conflicts of interest. These questions remain open as the company advances in its new commercial approach.

Taken together, the decision represents a significant change in the relationship between chatbots, their users, and brands. Its scope will depend on the implementation and on OpenAI's ability to generate revenue without 削弱 the trust in the system's responses.