OpenAI is widening its advertising experiment across Europe, adding 31 new markets as the company reports a surge in ad revenue. The announcement came on August 19, 2025, marking a significant push for the ChatGPT maker's commercial ambitions.
A Material Expansion Across Europe
The new markets include Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands, Ireland, Belgium, Austria, Poland, the Czech Republic, and Portugal. Previously, the ads pilot was available in the U.S., Canada, Australia, New Zealand, the U.K., Japan, South Korea, Brazil, and Mexico. Colin Fleming, Enterprise CMO at OpenAI, described the move as a "material expansion" during a briefing call.
Fleming, who previously led ads at ServiceNow, is now steering OpenAI's advertising strategy. The expansion brings the pilot to a much broader audience, signaling that the company is serious about building a revenue stream beyond subscriptions.
Ad Revenue Growth Since August
OpenAI's ad revenue has grown more than 25% since the start of August 2025. That figure, while not broken down further, points to strong early traction for the pilot. The growth comes as the company tests how ads perform within ChatGPT, its flagship product.
The timing is notable. The expansion was announced just weeks after the revenue surge began, suggesting the company is moving quickly to capitalize on momentum. OpenAI has not released exact dollar figures, but the percentage gain offers a clear signal of the pilot's early health.
One Billion Weekly Users
ChatGPT now has one billion weekly active users, according to OpenAI. That scale gives the company a massive canvas for advertising. The claim, made by the company, has not been independently verified, but it underscores the platform's reach.
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For advertisers, the audience is not just large. It is also commercially inclined. OpenAI reports that 20% of ChatGPT users show commercial intent. That means one in five users is actively looking to buy something, a statistic that could make the platform attractive to brands seeking high-intent audiences.
What This Means for Advertisers
The combination of scale and intent is central to OpenAI's pitch. A billion weekly users, with a fifth actively shopping, offers a distinct alternative to traditional search and social advertising. The pilot's expansion into Europe gives brands in those markets a chance to test the format early.
Fleming's comments on the briefing call framed the expansion as a deliberate step. The company is not rushing into a global rollout. Instead, it is methodically adding markets where it sees demand and regulatory fit. Europe's diverse advertising landscape will test how well the pilot adapts.
The Road Ahead
The ads pilot remains in its early stages. OpenAI has not said when it might expand further or open the program to all advertisers. The company is likely watching performance metrics closely, including click-through rates and advertiser retention.
The article, authored by Trishla Ostwal, a staff reporter covering AI and tech at Adweek, highlights the expansion as a key milestone. It also notes that the pilot's success will depend on how well ads integrate with the ChatGPT experience without alienating users.