OpenAI launches UK ad pilot, prepares EU rollout

Digiday reports that OpenAI has updated its EU advertising policy to clarify how it will comply with EU digital regulations ahead of officially launching its ad service in ChatGPT within the region. The move follows the commencement of a pilot scheme in the UK on 2 June. 

OpenAI confirmed it will serve personalised ads to Free and Go users only if they explicitly opt in. To this end, the company will use consent as the legal basis for processing personal data under both the UK and EU General Data Protection Regulations (GDPR). Users who consent will receive tailored advertisements based on past chats, memory, ad history, and advertiser-provided data. Those who decline will see contextual ads utilising limited information, such as the location and time of the current conversation.

The UK pilot is currently only available to US advertisers, although a self-service option is expected to be available to UK customers imminently. US advertisers can also set daily budgets and access context hints for conversation targeting. 

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