On 23 September, OpenAI announced the opening of advertising in ChatGPT to seven Asian markets, bringing the offering to more than sixty countries. The announcement specifies who will see the ads and how they can be purchased. Measurement tools are among the developments planned for the coming months.
What has been announced
OpenAI’s announcement is dated 23 September 2026. ChatGPT Ads is beginning to roll out in Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam and Taiwan, following Australia, New Zealand, Japan, South Korea and India. The company says the offering is now available in more than sixty countries. A specialist publication dates the opening from 24 September: effective dates may therefore vary by market. openaimarketing-interactive
Who sees the ads, and how to buy them
According to OpenAI, only Free and Go users see ads; Plus, Pro and Enterprise subscriptions remain ad-free. Advertisers can work through OpenAI’s teams, partner agencies (dentsu, Havas Media, Omnicom Media, Publicis Groupe, WPP), technology partners, or the self-service Ads Manager for eligible businesses. The announcement does not spell out the eligibility criteria. A specialist site says self-service buying in Thailand requires a local legal entity; this point should be checked with OpenAI. relevantaudience
What OpenAI says about neutrality
The company says ads are labelled and separated from the assistant’s answers, that advertising does not influence those answers, that conversations remain private from advertisers and that customer data is never sold. These are the company’s positions; no independent source has confirmed them at this stage.
Figures that need their context
OpenAI says ChatGPT Ads reached $1 billion in annualised revenue less than 200 days after launch and that tens of thousands of advertisers are already running campaigns. These figures come from the company: neither their breakdown by market nor the results achieved by advertisers have been published. New formats and optimisation and measurement tools have been announced for the coming months, without dates. relevantaudience
What this means for a luxury House
The announcement addresses businesses ‘of all sizes’ and does not mention luxury. The connection drawn here is an interpretation. A House present in these markets should distinguish buying ads, which OpenAI says are separate from answers, from any appearance it may have in those answers, which the announcement does not address. The first task is to verify actual access: eligibility, available formats and information shown. The announcement establishes access. It establishes neither an audience nor a result for a House; both must be assessed campaign by campaign.
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