ChatGPT Ads officially expands to Southeast Asia and Taiwan

Have you ever thought that one day, while asking ChatGPT about new apartment furniture, a Da Nang trip, or small business management software, an ad designed specifically for that moment would appear right next to the AI's answer? It sounds far-fetched, but that is exactly what just happened.

On September 24, 2026, OpenAI officially announced the expansion of ChatGPT Ads to seven new markets in Asia, including Vietnam, Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Taiwan. This is not just a simple market expansion announcement. It is a declaration that the era of conversational advertising has officially begun in Southeast Asia.

What is ChatGPT Ads and how does it work?

If you are already familiar with ads on Google Search or Facebook, you will find ChatGPT Ads both familiar and different.

Basically, ChatGPT Ads is an advertising service displayed inside the ChatGPT interface. Ads only appear for users on the Free and Go (low-cost) plans. Meanwhile, paid plans including Plus, Pro, Business, Enterprise, and Edu are completely ad-free.

However, the difference lies in how ads are displayed. Instead of interrupting the content flow or taking up a fixed position on the page, ads in ChatGPT appear as part of a moment of discovery. Users are actively searching for solutions, comparing options, and making decisions. Ads appear at the right time, in the right context, without intruding or disrupting the conversation.

OpenAI affirms that ads do not affect ChatGPT's answers. Advertisers also do not have access to users' private conversations. All ads are clearly labeled and displayed separately from the AI-generated responses. Users also have control over ad personalization.

This raises an important question: will the boundary between useful content and advertising be sustainably maintained? The answer will depend on how OpenAI implements it and how advertisers respect the user experience.

Seven new markets: Opportunities for businesses of all sizes

This expansion brings ChatGPT Ads to seven new markets, bringing the total number of countries where the service is present to over 60. Previously, OpenAI rolled out ads in markets such as the US, UK, Japan, South Korea, India, Australia, and New Zealand.

Notably, this time OpenAI is launching self-service right from day one. This means businesses in the seven new markets can directly access the Ads Manager to set up and manage their advertising campaigns themselves, without having to go through major agency partners. This is a crucial shift because it lowers the barrier to entry for small businesses, startups, and even individuals experimenting with ads on an AI platform for the first time.

Alongside self-service, advertisers can also work through OpenAI's Ads Solutions team or agency partners including dentsu, Havas Media, Omnicom Media, Publicis Groupe, and WPP.

Dave Dugan, Vice President and Head of Global Advertising Solutions at OpenAI, shared: "We are at the opening chapter of a new era of advertising, where AI creates entirely new ways for businesses and consumers to connect. Expanding to multiple Asian markets brings that opportunity to businesses of all sizes, from global brands looking for new growth to entrepreneurs and startups running their first ad campaign."

Shopee and the partnership wave in Southeast Asia

One of the most notable highlights of this expansion is the participation of Shopee. Southeast Asia's largest e-commerce platform was mentioned by OpenAI as an early partner in the region, continuing a relationship that began when ChatGPT Ads launched in Brazil.

Shopee stated that they are exploring how AI can improve product discovery for buyers while helping sellers reach and serve customers more effectively. Shopee's entry into the ChatGPT Ads ecosystem opens up an exciting prospect: users can discover products right within their conversation with AI, instead of having to open a separate app or scroll through hundreds of categories.

This raises a big question about the future of conversational commerce in Southeast Asia—where e-commerce is booming and consumers are increasingly accustomed to shopping via digital platforms.

Financial picture: $10 billion in revenue in under 200 days

OpenAI revealed that ChatGPT Ads reached an annualized revenue run rate of $1 billion in under 200 days since launch. This figure was announced on August 31, 2026, and to date, tens of thousands of advertisers are using the platform globally.

By comparison, many other major ad platforms took years to reach a similar milestone. The growth rate of ChatGPT Ads shows that advertiser demand for new ad formats in an AI environment is extremely high.

However, it is also worth noting that most public performance data still comes from markets like the US and UK. The expansion into Southeast Asia will be a real test of whether conversational ads work similarly in markets with different languages, consumer behaviors, and digital advertising ecosystems.

Unanswered questions for advertisers

Behind the excitement, there are still many unknowns that advertisers in Vietnam and Southeast Asia need to monitor closely.

First, how to measure effectiveness? Conversational ads do not work like traditional search ads or social media ads. Measuring impressions, clicks, and conversions in a conversational interface requires new methods. Will ChatGPT Ads generate incremental demand, or simply shift spending from existing ad channels?

Second, how will ad creative change? In a conversation, users provide a lot of context about their needs, preferences, and constraints. Advertisers can leverage those signals to create highly personalized ad creatives. But that also raises the challenge of how to make ads useful without feeling like users are being tracked.

Third, will users accept ads in ChatGPT? OpenAI has tried to maintain a clear boundary between AI responses and ads. But in reality, seeing ads appear in a tool that users consider a "personal assistant" can trigger mixed reactions. The long-term success of this model depends on whether OpenAI can maintain a balance between commercial value and user experience.

Strategy for Vietnamese advertisers: Where to start?

The official arrival of ChatGPT Ads in Vietnam opens up a new access channel for domestic businesses. But to capitalize on this opportunity effectively, a clear strategy is needed.

Start by understanding your audience clearly. Who is using ChatGPT in Vietnam? What problems are they looking for solutions to? What moments are most appropriate for your brand to appear? These questions need to be answered before you pour money into ads.

Experiment with a small budget first. With self-service capabilities via Ads Manager, you can start with a small campaign, collect data, and adjust gradually. Do not bet everything on a new channel you do not yet fully understand.

Focus on useful content. In a conversation, users are looking for solutions, not interruptions. Your ads need to deliver real value—useful information, objective comparisons, or an offer tailored to expressed needs.

Monitor and measure. The performance of conversational ads can differ significantly from traditional channels. Set up appropriate metrics and monitor closely to understand what is working and what needs adjustment.

When AI becomes a companion on the shopping journey

I have witnessed the digital advertising industry go through quite a few fluctuations over the past two decades. From simple banner ads in the early days, to keyword-based search ads, to interest- and behavior-based social media ads. Every new wave brings opportunities for those who seize them and challenges for those who lag behind.

ChatGPT Ads is a new wave. It is not just another ad channel. It is a completely different approach to connecting with consumers—through conversation, through context, and through the moment of discovery.

But like any new tool, it requires understanding, patience, and respect for the user. Brands that treat ChatGPT Ads merely as a place to "push" ads will soon be disappointed. Brands that understand they are entering a conversation—and need to deliver real value—will find opportunity.

And the biggest question right now is not "Do ChatGPT Ads work?" but "How will you use them to create value for both yourself and your users?"

What do you think about ads appearing in ChatGPT—a tool many consider a private personal assistant? Is it an inevitable step for AI to become financially sustainable, or an intrusion into a space users want to keep private? If you are a business owner in Vietnam, how would you test ChatGPT Ads—and how would you measure success? Share your views below, because in the era of conversational advertising, the one who asks the right questions will lead!