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ChatGPT advertising is rolling out—what should businesses do now?

ChatGPT Advertising Could Transform Digital Marketing

A major new channel has entered the digital advertising landscape. ChatGPT advertising is now available in Finland as well, following OpenAI’s launch of its advertising platform for Finnish advertisers in September. The phased rollout gives businesses a new way to reach consumers at the very moment they are searching for information, comparing options, and considering purchase decisions.

Why Is ChatGPT Advertising Gaining Attention?

ChatGPT’s user base is growing rapidly, with around half of its users belonging to the 18–34 age group. For many businesses, this represents one of the most important target audiences due to their purchasing power and high level of digital engagement.

Even without traditional advertising, ChatGPT is already driving significant shopping-related traffic, particularly in the US market. While comprehensive research data on Finnish companies is not yet available, businesses should already start monitoring traffic coming from ChatGPT and other AI services in their website analytics.

Studies conducted in the United States also provide promising indications about the quality of AI-driven traffic. Based on one dataset covering 500 online stores, visitors arriving through large language models such as ChatGPT converted—meaning they went on to make a purchase—approximately 1.5 times better than visitors from other traffic sources.

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How Is ChatGPT Advertising Different from Other Online Advertising?

In traditional search advertising, ads are primarily targeted based on keywords. ChatGPT introduces a new dimension: the broader context of the conversation. AI can consider the user’s goals, needs, and previous interactions, allowing ads to become more relevant, personalised, and genuinely useful to the user.

According to OpenAI, the first ads will appear alongside conversations, after the response, when there is a relevant sponsored product or service for the user’s query. Ads will be clearly separated from the actual response. In the future, users may also be able to interact directly with the product or service featured in an ad through ChatGPT. This makes the ad an interactive part of the conversation rather than simply a clickable banner, unlike Google Ads.

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AI-generated illustration. The image does not depict ChatGPT’s actual advertising or product comparison interface.

What Types of Businesses Can Benefit from ChatGPT Advertising?

ChatGPT advertising is particularly well suited to businesses whose products or services involve research, comparison, and careful consideration before a purchase decision is made. In Finland, relevant industries include B2B software and SaaS, IT and cybersecurity services, accounting and financial management, consulting and professional services, recruitment and HR services, education and professional training, travel and accommodation, insurance and financial services, as well as home renovation, energy, and housing-related services.

There is also significant potential in industries where customers carefully compare different options before making an enquiry or purchase. Examples include car sales and leasing, heat pumps, solar panels, EV charging solutions, kitchen and bathroom renovations, real estate services, business financing, occupational healthcare, and legal services.

Kun käyttäjä kysyy ChatGPTä suosituksia, vertailee vaihtoehtoja tai etsii ratkaisua tiettyyn ongelmaan, mainonta voi tuoda yrityksen näkyville juuri siinä vaiheessa, kun käyttäjä aktiivisesti selvittää vaihtoehtojaan. Tämä erottaa ChatGPT-mainonnan monista perinteisistä mainoskanavista, joissa käyttäjän kiinnostuksen kohde tai ostoaikomus ei aina ole yhtä selkeä.

ChatGPT advertising also opens up a new channel for e-commerce businesses to showcase their products and solutions, particularly when consumers are comparing products or looking for guidance before making a purchase. In Finland, relevant categories include home appliances and electronics, computers and smartphones, sports and outdoor equipment, tools, furniture and home decor, children’s products, and other product categories where comparing features, prices, and intended uses plays an important role in the purchasing decision.

ChatGPT Ads are now available in Finland

In August 2026, OpenAI announced the expansion of ChatGPT Ads to 31 European countries, including Finland. ChatGPT Ads became available to Finnish advertisers on September 1, 2026, meaning this is no longer about preparing for what’s to come, but about exploring the opportunities of a new advertising channel as part of a company’s digital marketing strategy.

However, making the most of ChatGPT Ads is not just about launching individual advertising campaigns. In AI-powered search and recommendations, high-quality content, technically well-optimized websites, and a company’s organic visibility across AI platforms also play an increasingly important role.

Fuusiomedia helps businesses take the next step in AI-driven marketing. We develop content strategies that strengthen visibility, improve organic discoverability across AI platforms, and help companies integrate ChatGPT Ads into their broader digital marketing strategy.

We also deliver results-driven Google Ads and Meta advertising, which remain key channels for reaching customers at different stages of the buying journey. Our experience in areas such as audience targeting, ad messaging, conversion tracking, and campaign optimization provides a strong foundation for testing, developing, and getting the most out of ChatGPT Ads.

Näin ChatGPT Ads toimii käytännössä

ChatGPT Adsissa mainosryhmille annetaan kontekstivihjeitä (context hints). Niillä kuvataan tilanteita, keskusteluja, tarpeita ja käyttötapauksia, joissa tuotteen tai palvelun voidaan ajatella olevan käyttäjälle relevantti.

Kontekstivihje ei siis ole sama asia kuin Google Adsista tuttu tarkka avainsana. OpenAI kuvaa niitä nimenomaan luonnollisina kuvauksina siitä, mitä asiakas tarvitsee, kuka tuotetta tarvitsee ja missä tilanteessa sitä tarvitaan. Järjestelmä ei edellytä, että käyttäjä käyttää keskustelussaan täsmälleen samoja sanoja kuin mainostaja vihjeessä.

Yksi suomalaisen mainostajan kannalta olennainen rajoitus liittyy yleisöihin. OpenAI:n nykyohjeen mukaan ETA-alueelle ja Sveitsiin kohdistuvissa kampanjoissa mukautettuja yleisöjä (Custom Audiences) ei voi tällä hetkellä käyttää. Tämä tarkoittaa käytännössä, että esimerkiksi omista asiakas- tai verkkosivukävijälistoista rakennettavia yleisöjä ei voi tällä hetkellä hyödyntää samalla tavalla kuin niillä markkinoilla, joilla mainosten personointi on käytössä.

Kampanjalle voidaan määrittää maantieteellisiä kohdennuksia. OpenAI kertoo tukevansa maan lisäksi tietyissä tapauksissa esimerkiksi alueita, kaupunkeja ja postinumeroita, mutta sijaintivaihtoehtojen saatavuus vaihtelee maittain.

ChatGPT Adsin kohdennus-, mittaus- että optimointiominaisuuksia kehitetään edelleen. OpenAI on vuoden 2026 aikana tuonut alustalle geo-kohdennusta, konversio-optimointia sekä OpenAI Pixelin ja Conversions API kaltaisia mittausratkaisuja.

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