OpenAI is set to introduce advertising in ChatGPT, a move that could significantly shift the digital marketing landscape. Initially, ads will appear for adult users in the US on the free and ChatGPT Go tiers, while paid subscribers will maintain an ad-free experience. No timeline has been announced for Sweden and broader Europe.
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The system is designed to display ads below AI responses, clearly marked as sponsored and visually separated from content. Users under 18 and conversations about health, mental health, or politics are excluded. Personalisation controls and feedback options allow users to manage ad relevance. OpenAI emphasises that advertising aims to keep the service free or lower cost without compromising response integrity.
According to Karl Lindberg from Adrelevance, the highly specific nature of ChatGPT conversations creates opportunities for niche e-retailers to target users with precise needs. Smaller players can compete through speed, creativity, and well-structured product information, although limited ad space favours those with high-quality data and credibility.
For Swedish e-retailers, preparation means refining product metadata and descriptions, highlighting problem-solving uses, and ensuring structured, complete, and up-to-date data. OpenAI's Product Feed Specification offers guidelines on delivering accurate product details such as pricing, inventory, images, and features for indexing and ranking.
In an AI-driven ecosystem, data quality becomes a competitive advantage. Retailers who proactively optimise their product information now will have a stronger chance of visibility and relevance when ads launch locally.
Source: www.ehandel.se
