OpenAI’s rapid global expansion of ChatGPT Ads continues.
The company has officially launched ads in India this week, bringing ChatGPT Ads to 32 new markets in just five days following its big expansion across Europe earlier this week.
Indian advertisers can buy ChatGPT Ads through OpenAI’s sales team or its agency and adtech partners, with self-service access coming soon.
Why This Matters:
India adds a massive market to OpenAI’s quick-growing ads business, and one that appears very receptive to ads in AI chat.
A DoubleVerify study released earlier this month found 75% of Indian consumers feel positively about ads on AI platforms, compared with 53% across APAC and 46% globally. The same study also found that 80% are using AI “several times a week.”
The India launch also offers another look at how OpenAI plans to scale demand. While Ads Manager isn’t available yet for self-service buying in the country, OpenAI is already working with agency partners WPP and Omnicom and existing adtech partners like Adobe and Criteo, alongside its own sales team.
As has been the norm elsewhere, ads in ChatGPT will only show up for Free and Go users, while Plus, Pro and Enterprise remain ad-free.
Experts React:
On LinkedIn, OpenAI’s VP of Monetization Benji Shomair says the expansion will give Indian advertisers the ability to “reach people — and contribute to the moments that drive discovery, shape decisions, and lead to purchase.”
He also emphasized that the expansion continues to be guided by OpenAI’s “ads principles,” with ads always clearly labeled and not influencing ChatGPT’s responses.
And, of course, he teased “there’s more to come” for ChatGPT ads, overall. (Let us breathe, Benji!)
Our Take:
In scientific terms, OpenAI is moving “hella fast.” Earlier this week, we were writing about its 31-country European rollout as evidence of just how quickly the company is building an ads business. A few days later, India is already market No. 32.
The speed and scale here is impressive. But OpenAI must also match that with greater capabilities and controls for advertisers, which it does seem to be doing. This will help address questions around ad performance and transparency. None of that is slowing OpenAI down, though. The approach seems clear: get the product into market, scale it and the rest will get sorted out.
