Artificial intelligence tools are becoming a new advertising environment. Since ChatGPT advertising became available across Europe, including Latvia, in August 2026, businesses have gained another opportunity to reach audiences at the moment when people are searching for information, comparing solutions or considering a purchase. What do these ads look like, who will see them, and should every business make use of this new advertising channel?<\/p>\n\n\n\n
In August 2026, OpenAI announced the expansion of ChatGPT advertising to 31 European markets, including Latvia. Ads Manager is also available for purchasing ads, which means campaigns can be planned either by agencies or directly by businesses themselves. Advertising content is shown only to users of the free version, appearing at the end of a conversation beneath ChatGPT\u2019s response, and is clearly labelled as sponsored content. OpenAI states that advertisers cannot alter or influence ChatGPT\u2019s answers.<\/p>\n\n\n\n
This gives businesses a new channel through which to reach potential customers, not within the context of traditional search or social media feeds, but during a conversation with artificial intelligence. A Norstat study on AI usage habits among the Latvian population found that 73% of respondents had used ChatGPT specifically.<\/p>\n\n\n\n
ChatGPT advertising may be particularly relevant to businesses offering products or services with a longer decision-making process, solutions that people research in depth and compare with available alternatives. Before investing a larger advertising budget in this new channel, businesses should assess whether their target audience uses ChatGPT and whether the ads deliver high-quality results.<\/p>\n\n\n\n
OpenAI\u2019s advertising offering is still relatively new. It was introduced in test mode in the United States only in February 2026. By August 2026, OpenAI was already reporting USD 1 billion in annual advertising revenue and tens of thousands of advertisers. <\/p>\n\n\n\n
Unlike traditional search engine advertising, ChatGPT users often phrase their questions in natural language. In the Norstat survey, 64% of respondents said they had used AI to search for information about a product or service. This also changes the advertiser\u2019s task. Keywords alone are no longer enough; businesses need to consider the questions and situations in which a potential customer may be looking for a solution.<\/p>\n\n\n\n
The ad appears as a small card at the end of the conversation and includes the advertiser\u2019s name, a headline, a short description, an image and a link. At the same time, it is important to note that personalised advertising is not initially available in the European Economic Area. <\/p>\n\n\n\n
On 16 September, OpenAI announced that it was testing Sponsored Agents<\/em> in the United States. After clicking an ad, a user can begin a conversation with an AI agent sponsored by the relevant company. This type of solution is expected to become available in Latvia in the future as well.<\/p>\n\n\n\n ChatGPT advertising also raises a broader question: how can a business become visible in an AI environment? It is important to distinguish between two approaches:<\/p>\n\n\n\n The two approaches can complement one another, but they are not interchangeable. High-quality content helps answer customers\u2019 questions, while advertising provides paid reach. For businesses, this means creating content that is clear, trustworthy and practically useful to users in a specific situation.<\/p>\n\n\n\n ChatGPT advertising is not a reason to abandon channels that already work. It is, however, an opportunity to assess and test a new environment to determine whether it is relevant to a company\u2019s audience. Before launching a first campaign, businesses should:<\/p>\n\n\n\n After the campaign, its results should be compared with those of other advertising channels. OpenAI Pixel can be used for conversion tracking and campaign optimisation. <\/p>\n\n\n\n The arrival of ChatGPT advertising in Latvia is another step towards artificial intelligence becoming a place where people not only search for information but also make decisions. For marketing and communications professionals, this means thinking more broadly and understanding not only where a user sees an ad, but also the question and context in which it appears. <\/p>\n\n\n\n There is not yet enough comparable data to assess how effective ChatGPT advertising will be specifically in the Latvian market. However, this creates an opportunity to stay one step ahead. While the new channel is only beginning to establish its place in Latvia\u2019s digital advertising landscape, businesses can test it and gain early market data and experience while others are still observing.<\/p>\n\n\n\n *This article draws on data from a 2026 Norstat study.<\/em><\/p>","protected":false},"excerpt":{"rendered":" Starting in August 2026, ChatGPT ads will also be available in Latvia. What do ChatGPT ads look like, where will they appear, and should everyone use this new advertising channel?<\/p>","protected":false},"author":7,"featured_media":3915,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3914","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\tAdvertising and organic visibility are not the same thing<\/h2>\n\n\n\n
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What can we do today?<\/h2>\n\n\n\n
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How to Stay One Step Ahead of Others<\/h2>\n\n\n\n