OpenAI Partners with Adform for ChatGPT Ads Rollout

OpenAI has selected Adform as a technology platform partner to support its European rollout of ChatGPT Ads – giving European advertisers the opportunity to start building up early learnings and evaluate performance. 

ChatGPT Ads has already been gaining momentum across Europe since its launch, with more than one billion people using ChatGPT to research, compare, plan and make decisions.

“The arrival of ChatGPT Ads in Europe opens an important new advertising environment for brands and agencies, and we’re pleased to have been selected as a technology partner supporting the rollout,” says Stefan Sommer, Chief Growth Officer at Adform. 

“What makes this particularly interesting for our clients is not only the ability to activate in a new environment, but to understand the role it plays within their wider media strategy. 

“Through Adform, advertisers can connect ChatGPT-driven conversions with their other Adform campaigns and build a clearer view of the customer journey.”

A new form of advertising

Many advertisers are looking to test ChatGPT Ads as it rolls out, exploring how consumers specifically engage with brands in AI-powered conversations, how the format performs for them and how it can add value alongside existing media activity. 

Adform is looking to make that process clearer and more straightforward through its partnership with OpenAI.

By running ChatGPT ads through Adform, advertisers can connect the channel with their broader omnichannel activity to better evaluate performance. 

This can help brands better understand how engagement across the agentic web can contribute to outcomes across the wider customer journey. 

“For us, testing a new channel is not just about being early,” said Marian Hanke, Senior Online Marketing Manager of Vodafone, of the rollout. “We need to understand how it performs as part of the wider customer journey. 

“Running ChatGPT Ads through Adform gives us the opportunity to test the format while connecting the results to our broader campaign measurement and building the learnings we need to decide how we scale from here.”

The launch of ChatGPT Ads

OpenAI first announced that it was rolling out ChatGPT Ads to Europe in August 2026, as AI makes significant changes in the way that consumers are discovering new products. 

In the 2025 holiday season, the traffic from AI platforms to retail sites grew by close to 700%, according to Adobe, with shoppers who arrive from these platforms having a conversion rate of 31%.

This is because people come to ChatGPT with goals, according to OpenAI. Through ChatGPT Ads, the company says it is giving marketers the opportunity to more easily reach this high-intent audience across the entire customer journey, helping consumers discover products and make purchases.

Despite this, the company has stressed that advertising will not be influencing actual responses from the ChatGPT platform. 

The ads shown will always be clearly labelled, according to OpenAI, in line with its advertising principles – which cover factors such as answer independence, conversation privacy from advertisers and choice and control – with users being given the option to turn off personalisation. 

Who are ChatGPT’s key partners?

• Microsoft: A key cloud and AI infrastructure partner, providing Azure computing power and multibillion-dollar strategic investments to scale its GPT models. Microsoft remains OpenAI’s primary cloud partner, and OpenAI products will ship first on Azure, unless Microsoft cannot and chooses not to support the necessary capabilities. OpenAI can now serve all its products to customers across any cloud provider.
• Apple: Integrates ChatGPT directly into iOS, iPadOS and macOS via Siri and Writing Tools for system-wide AI capabilities. Siri can also tap into ChatGPT’s intelligence when helpful. Apple users are asked before any questions are sent to ChatGPT, along with any documents or photos, and Siri then presents the answer directly.
• Adform: Adform was selected by OpenAI as a technology platform partner to support its European rollout of ChatGPT Ads, which gives European advertisers the opportunity to start building up early learnings and evaluate performance.
• Amazon: Amazon is also partnering with OpenAI to let its advertisers run ads in ChatGPT, starting with select brands in the US.