Guide: AI in business › AI in marketing, advertising and content
ChatGPT Ads are ads shown below ChatGPT’s answers as clearly labelled sponsored cards, kept separate from the answer, and seen by adult users of the free Free plan and the low-cost Go plan. Since the end of August 2026, businesses in Europe can run campaigns themselves through OpenAI Ads Manager, and Poland is on OpenAI’s official list of countries where businesses can set up ad accounts on their own (as of 24 September 2026). We explain how it works and what you are not allowed to advertise. We also show how to plan a test that delivers an answer rather than just spending money.
In 60 seconds ChatGPT Ads without the jargon
- Format: sponsored cards below ChatGPT’s answer, matched to the topic of the conversation and kept separate from the answer itself.
- Who it pays off for: online shops, software producers and services that people compare in conversations with AI. Outside the USA, finance, healthcare and legal services cannot use them.
- Billing: per impression (CPM), per click (CPC) or with conversion optimisation, and the price depends on competition in the category.
- Before your first campaign: set the test goal, a comparison group and measurement (pixel, UTM). Creative comes last.
- A common misconception: an ad does not change the content of ChatGPT’s answers, because what the model says about a company depends on organic visibility.
What ads in ChatGPT are
An ad in ChatGPT is a sponsored card with a logo, headline, short description and link (in product formats also with an image and price), shown below the chatbot’s answer when the topic of the conversation matches the advertiser’s offer. OpenAI announced its advertising principles on 16 January 2026. Ads are always to be labelled and kept separate from answers, and ChatGPT’s answers must not depend on who is paying.
Only adult users of the Free and Go plans see ads; the paid plans (Plus, Pro, Business, Enterprise) are ad-free. OpenAI states that conversations remain private from advertisers, who receive aggregated campaign results, not the content of chats. Users can switch off ad personalisation and clear the data used to select ads.
The scale is impressive. At the end of February 2026, OpenAI reported that 900 million people use ChatGPT every week, although it is not known how many of them are free users in Poland, because OpenAI does not publish that data. Advertising in a chatbot is just one of the channels in which AI is changing marketing; you will find the rest of the map in our guide to artificial intelligence in business.
How ChatGPT Ads went from a test to Poland
In eight months, ads went from announcement to self-serve in Europe. The dates in the table come from OpenAI’s announcements. The availability of Ads Manager for businesses from Poland is confirmed by OpenAI’s help centre, and Polish trade media are reporting the launch of ads in Poland.
| Date | What happened |
|---|---|
| 16 January 2026 | OpenAI announces its ad principles and a test plan for the Free and Go plans in the US |
| February 2026 | first ads shown to adult users in the US |
| 5 May 2026 | self-service Ads Manager in beta, pay-per-click billing, new measurement tools |
| 18 August 2026 | announcement of expansion to 31 European markets, initially through the OpenAI team and partners |
| 31 August 2026 | self-service Ads Manager opened to advertisers in Europe; Poland on the list of Ads Manager countries in the OpenAI help centre; Polish trade publications report the launch in Poland |
How ChatGPT Ads Manager works
ChatGPT Ads Manager (OpenAI Ads Manager) is a platform where a business sets up its own account, sets a budget, uploads creative, launches campaigns and tracks results, much like the ad platforms of Google or Meta. Until May 2026, ads could only be bought through OpenAI’s sales team and large agencies.
Do wyboru są trzy modele rozliczeń. CPM to koszt tysiąca wyświetleń. Przy CPC, czyli koszcie kliknięcia, płacisz tylko wtedy, gdy ktoś kliknie, a przy optymalizacji pod konwersje system sam szuka kliknięć, które najczęściej kończą się zakupem lub zapytaniem. Kierowanie obejmuje między innymi lokalizację i własne listy odbiorców, ale reklamę dobiera przede wszystkim kontekst rozmowy. To inna logika niż w klasycznej reklamie targetowanej, gdzie punktem wyjścia jest profil odbiorcy, a nie pytanie, które właśnie zadał.
Measurement is handled by the OpenAI pixel (a snippet of code on your website that counts actions after a click), the Conversions API (sending conversions from the company’s server) and integrations with third-party tools. Check the options available for a given country directly in Ads Manager. They change from month to month.
What you cannot advertise in ChatGPT
OpenAI’s advertising policy (updated on 10 September 2026) prohibits, among other things, ads for: adult content and dating; alcohol and tobacco; gambling and betting; drugs; counterfeits; scams; political content. Ads also do not appear in conversations on sensitive topics such as mental health, violence or self-harm.
For Polish businesses, the second list matters more. Financial services (loans, cards, insurance, investments, payments), selected medical services and legal services are allowed only in the USA and only after verification. Outside the USA they are prohibited. Every ad must be truthful, and the landing page must be clearly linked to the advertiser and the offer.
Jak Commwork®AI sprawdza, czy test ChatGPT Ads naprawdę się opłacił
Nowy kanał reklamowy kusi, ale bez wspólnego rachunku każda platforma przypisze sobie ten sam wynik, a wzrost w sezonie zostanie uznany za sukces kampanii. Commwork®AI łączy reklamy, analitykę strony i system klientów, odejmuje sezon i sprawdza wpływ grupą porównawczą. Zespół Commplace® pokazuje, gdzie przesunąć budżet, a decyzję zawsze podejmuje człowiek.
- Google Ads 34%
- Wyszukiwarka bez reklam 27%
- Polecenia i wejścia bezpośrednie 15%
- ChatGPT Ads 14%
- social media 10%
- 16.01.2026OpenAI ogłasza zasady reklam w ChatGPT
- 5.05.2026Ads Manager w wersji beta, rozliczenie za kliknięcie
- 31.08.2026Samoobsługa w Europie, Polska na liście krajów Ads Managera
- 10.09.2026Aktualizacja polityki reklam OpenAI
- Week 4Start kampanii testowej z grupą porównawczą
- Week 12Porównanie z Google Ads i decyzja o budżecie
- 01Measure before you start
- 02Hipoteza i budżet testu
- 03Kampania testowa
- 04Grupa porównawcza
- 05Decyzja o budżecie
- Łączy dane z paneli reklamowych, analityki strony i systemu klientów w jeden rachunek od kliknięcia do umowy.
- Odejmuje sezon i sprawdza wpływ kampanii grupą porównawczą albo porównaniem regionów, zanim ktoś przedłuży budżet.
- Mierzy też obecność marki w odpowiedziach ośmiu silników AI, więc widać, czy płacisz za miejsce, które mógłbyś mieć bez reklamy; mechanizm opisaliśmy przy ranking in ChatGPT.
The view reproduced is modeled after the dashboards provided to customers. The names, numbers, and terms are examples and show the way the system works, not the results of a specific company.
Who ChatGPT ads are for and when they make sense
Advertising in ChatGPT makes sense for businesses where people use the chatbot to compare and choose, asking for example “which invoicing system for a small business”, “best office coffee machine under 3,000” or “webinar platform in Polish”. A question about a specific solution is the moment when a sponsored card can meet a real need.
Good candidates for a test are online shops selling products people compare, business software and B2B services with a simple entry offer, such as training, an audit or a trial period. Brands without a clear offer to click on, and very narrow niches where nobody asks the chatbot, will do worse. A business without working conversion tracking should not start at all. It will never know whether the test achieved anything.
ChatGPT Ads, Google Ads or organic visibility in AI
Advertising in ChatGPT replaces neither Google Ads nor the work on what the model says about the company of its own accord. These are three different channels that answer different questions.
| Criterion | ChatGPT Ads | Google Ads | Organic visibility in AI |
|---|---|---|---|
| Where you appear | a card below the chat answer | search results, display network | in the content of the model's answer |
| What you pay for | impressions, clicks or conversions | mostly clicks | work on content, PR, publications |
| Does it affect the answer | no | not applicable | yes, because that is the content of the answer |
| Maturity of tools | new channel, little historical data | many years of data and tools | measurement requires a separate method |
| Financial, medical and legal sectors in Poland | unavailable | available with restrictions | available |
How to advertise in ChatGPT, step by step
The test should answer a business question. Simply spending the budget settles nothing, which is why six steps give structure to a first ChatGPT campaign.
- STEP 01Check availability and category
Set up an account in Ads Manager and make sure your sector is not on the prohibited list or on the list allowed only in the USA.
- STEP 02Name the goal and the success threshold
For example, enquiries at a cost no higher than in Google Ads. Without a threshold, any result can be called “promising”.
- STEP 03Set up measurement before launch
Pixel or Conversions API, UTM tags (additions to the link that tell analytics where a visit came from) and a separate landing page or a variant of one.
- STEP 04Prepare creatives for a conversation
The headline and description should answer the question someone asked the chatbot, so be specific, for example with a price or a benefit. We describe how to prepare variants with the help of AI in the article on AI advertising, and on writing copy that doesn’t sound machine-generated, in AI copywriting.
- STEP 05Start with a small budget and CPC
Paying per click limits the risk in a first test. For the first few weeks, gather data and don’t tweak the campaign every day.
- STEP 06Compare with a control group
Compare the result with other channels over the same period or with a region without the campaign, and only then decide on scale.
How much advertising in ChatGPT costs
OpenAI does not publish a price list. Rates are set by the auction, and the price depends on competition in the category. Polish trade media (including interaktywnie.com, 31 August 2026) report starting rates of around 3–5 dollars per click recommended to new advertisers; OpenAI does not give such figures in its official materials, so treat them purely as a rough guide, not as the price for your sector in Poland. The table shows the factors that determine the test budget.
| Factor | How it affects cost | What to do |
|---|---|---|
| Competition in the category | more advertisers means higher rates | check rates in Ads Manager before setting the budget |
| Billing model | CPC limits risk, CPM delivers reach, conversions require data | start with CPC |
| Landing page quality | a weak page raises the cost of acquiring a customer | a separate page for questions coming from chat |
| Test duration | a test that is too short will not give reliable data | at least several weeks |
| Management cost | creatives, measurement, analysis of results | include it in the budget, not just the rates |
When to test ChatGPT Ads and when to wait
Test now if you have working conversion tracking, an offer that people compare in conversations with AI, and a budget you can put towards learning without pressure for an immediate return. Entering a new channel early often means less competition. It also means fewer tools and less data, plus rules that are still changing.
Wait if your analytics are not in order, your core channels (search, Google campaigns) are not yet fine-tuned, or you operate in a sector on the prohibited list. A better investment then is what the model says about your company without you paying: publications, offer descriptions, a presence in credible sources. We explain the mechanism in ranking in ChatGPT, and the role of the media in the article on why publications decide what ChatGPT says about your company. If you mix up the abbreviations, take a look at the explainer how SEO differs from GEO and AEO.
Zanim wydasz pierwszą złotówkę, możesz sprawdzić, czy Twoja analityka w ogóle udźwignie taki test. Porozmawiajmy o analityce AI i wspólnym rachunku kanałów: pokażemy, czy da się dziś policzyć koszt zapytania z każdego źródła osobno.
Lista kontrolna, budżet testu i przykład na 90 dni
Reklamy w ChatGPT w Polsce to kanał młody, więc największe ryzyko nie leży w stawkach, tylko w źle przygotowanym teście. Zanim uruchomisz kampanię, odhacz poniższą listę. Każdy punkt ma znaczenie.
Kto wpisuje w wyszukiwarkę „ChatGPT Ads cena”, zwykle szuka jednej kwoty. Takiej kwoty nie ma, bo stawki ustala aukcja. Budżet testu łatwiej policzyć od drugiej strony: ile kliknięć potrzebujesz, żeby wynik coś znaczył. Przy orientacyjnych stawkach 3–5 dolarów za kliknięcie, o których piszą serwisy branżowe, 500 kliknięć to od 1500 do 2500 dolarów plus koszt kreacji i analizy. Koszt reklamy w ChatGPT w Twojej kategorii sprawdzisz dopiero w Ads Managerze.
Próg decyzji zapisz przed startem, bo test ChatGPT Ads bez progu kończy się dyskusją o wrażeniach. Przykład: jeśli koszt pozyskania zakwalifikowanego zapytania z ChatGPT Ads jest zbliżony do kosztu z Google Ads, a region z kampanią rośnie wyraźniej niż grupa porównawcza, przesuwasz część budżetu na stałe. Jeśli koszt jest wyraźnie wyższy albo obie grupy rosną tak samo, kończysz test i wracasz do niego za kilka miesięcy, gdy kanał dojrzeje.
Agencji albo osobie, która ma prowadzić kampanię ChatGPT Ads w Polsce, zadaj pięć pytań. Jak ustawicie pomiar konwersji i jak sprawdzicie, że działa? Jaką grupę porównawczą proponujecie? Jak porównacie wynik z Google Ads? Kto przygotuje stronę docelową pod pytania z czatu? Co pokażecie w raporcie po teście, poza liczbą kliknięć? Jak planować sam budżet reklamowy, podpowiadamy też w tekście o tym, How to advertise a company on the Internet.
- Twoja branża nie jest na liście kategorii zakazanych lub dopuszczonych tylko w USA.
- Firma ma siedzibę w kraju z listy Ads Managera w centrum pomocy OpenAI.
- Piksel OpenAI lub Conversions API zlicza zapytania i zakupy, sprawdzone testowym zgłoszeniem.
- Znaczniki UTM oddzielają ruch z ChatGPT od ruchu z Google i innych kanałów.
- Wybrana jest grupa porównawcza: region albo segment klientów bez kampanii.
- Zapytania z kampanii trafiają do CRM z oznaczeniem źródła.
How to measure whether a ChatGPT campaign worked
Więcej zapytań w miesiącu kampanii to jeszcze nie dowód, że zadziałała. Zbieżność to nie wpływ. W tym samym czasie mógł ruszyć sezon albo konkurent mógł podnieść ceny, a część klientów i tak trafiała do Ciebie z Google. Sprawdzaj więc wynik trzema metodami: zestaw go z analogicznymi tygodniami poprzedniego roku, porównaj z grupą bez kampanii (region albo segment klientów) i rozdziel źródła w analityce po znacznikach UTM. Zanim uruchomisz test, rozrysuj conversion funnel od kliknięcia w kartę sponsorowaną do zapytania, bo tylko wtedy zobaczysz, na którym etapie ludzie odpadają.
What counts is the cost of acquiring an enquiry or a customer compared with other channels, not the number of impressions. The old question of where to advertise your business to win customers, ma wciąż tę samą odpowiedź: tam, gdzie da się zmierzyć zwrot. Każda platforma chętnie przypisze sobie ten sam wynik, dlatego wszystkie kanały najlepiej liczyć w jednym miejscu; Commwork®AI cockpit łączy reklamy, analitykę strony i system klientów w jeden rachunek od kliknięcia do umowy. Jeśli chcesz porównać test w ChatGPT z kampanią w wyszukiwarce, porozmawiajmy o usłudze Google Ads, a jeśli wolisz, żeby model polecał Cię bez płacenia, zacznij od AI positioning.
Where first ChatGPT campaigns most often burn through the budget
Without a pixel and UTMs, and without a success threshold, you cannot tell the campaign’s effect from noise, so you spend the budget on a test that settles nothing.
OpenAI states plainly that ads do not affect the content of answers. Anyone who expects a paid campaign to change what the model says about the brand is losing time that should go into organic visibility.
Copy written for a short search query often doesn’t fit a longer question in a conversation. The result is a lower click-through rate and more expensive clicks.
A new channel needs time to gather data. A decision after a week is based on chance.
An ad from a sector prohibited outside the USA, or one with an exaggerated promise, will be rejected, and you will lose time on creative and delay the launch.
What businesses want to know before running an ad in ChatGPT
Do ads in ChatGPT work in Poland?
According to OpenAI’s announcements, the self-serve Ads Manager opened to advertisers in Europe on 31 August 2026, Poland is on the list of countries in OpenAI’s help centre (“Ads Manager availability”, as of 24 September 2026), and Polish trade media are reporting the launch of ads in Poland. Whether you can advertise your business in your sector is something you will find out when setting up an account in Ads Manager.
How much does advertising in ChatGPT cost?
OpenAI does not publish a price list; rates are set by the auction and by competition in the category. You pay for impressions (CPM) or clicks (CPC), and you can also optimise the campaign for conversions. Before setting a budget, check the rates in your category in Ads Manager.
Who sees ads in ChatGPT?
Adult users of the free Free plan and the low-cost Go plan. People under 18 and users of paid plans (Plus, Pro, Business, Enterprise) do not see ads.
Does advertising affect ChatGPT's answers?
Not according to OpenAI’s rules. Ads are shown separately, below the answer, and labelled as sponsored. Whether the model mentions your company in the answer itself depends on organic visibility, that is, on publications and offer descriptions and on credible sources.
What cannot be advertised in ChatGPT?
Prohibited categories include alcohol, tobacco, gambling, adult content, drugs, counterfeits and political ads. Financial services, some medical services and legal services are allowed only in the USA, so Polish businesses in these sectors cannot use ads today.
Can an advertiser see my conversations with ChatGPT?
No. OpenAI states that conversations remain private from advertisers, and companies receive only aggregate campaign results. Users can also turn off ad personalisation.
Is it worth a small business testing ChatGPT Ads?
Yes, if it has an offer that people compare in conversations with AI, working conversion tracking and a budget for a test lasting several weeks. If your core channels and analytics are not in order, start with those.
Sources
- SOURCEOpenAI: Our approach to advertising and expanding access to ChatGPT · 16 January 2026
- SOURCEOpenAI: New ways to buy ChatGPT ads · 5 May 2026
- SOURCEOpenAI: ChatGPT Ads expands across Europe · 18 August 2026, updated 31 August 2026
- SOURCEOpenAI: Ad policies · updated 10 September 2026
- SOURCETechCrunch: ChatGPT reaches 900M weekly active users · 27 February 2026
- SOURCE
- SOURCE
- SOURCELTB: Reklamy w ChatGPT ruszyły w Europie, w tym w Polsce · 1 September 2026
- SOURCEOpenAI Help Center: Ads Manager availability (list of countries) · accessed 24 September 2026
Read next
Sprawdzimy, co ChatGPT i inne modele odpowiadają dziś na pytania Twoich klientów i kogo cytują. Dostaniesz pomiar stanu wyjściowego i plan, który pokaże, gdzie reklama ma sens, a gdzie wystarczy praca nad treścią i publikacjami.
Sebastian Kopiej, President of Commplace®. In public relations since 1996. Text prepared with the help of AI tools and fact-checked by the author. Data current as of September 29, 2026.