ChatGPT advertising opened in Finland in August 2026. Here is what the ads look like, who sees them, what you can advertise and what an ad needs. There is no public data on Finnish prices yet, so build your test so that results can be measured from day one.
Why ChatGPT advertising matters
According to our own NØRR3 Media Insights research, 52.8 % of Finns, about 2.09 million people, use AI services such as ChatGPT, Gemini or Copilot weekly. It is not only the young: weekly use is 59.3 % among under-30s, 57.1 % among 30–44-year-olds and 57.4 % among 45–59-year-olds. Only among 60–74-year-olds does it drop to 38.6 %.
Source: NØRR3 Media Insights 08/2026 · Panel data Norstat · n = 2 022 · 95 % confidence interval ±2.2 pp. Age groups n = 400–559, ±4.0–4.8 pp.
The weekly figure covers all AI services, and ads are only shown to some ChatGPT users, so the audience you can reach with ads is smaller. It is still a channel where people describe in their own words what they are about to do. According to Digiday, roughly one in five ChatGPT queries is directly commercial.
More than a quarter use AI every day
- 28.2 % of Finns, about 1.12 million people, use AI services daily. 11.1 %, or 441 000 people, use them several times a day.
- For comparison, 74.2 % (2.93 million) use search engines daily and 30.0 % (1.18 million) use social media search. AI is already almost as everyday a place to search as TikTok or YouTube search.
- Daily use is even up to age 59: 30.7 % of under-30s, 29.4 % of 30–44-year-olds and 31.4 % of 45–59-year-olds. Among 60–74-year-olds it is 21.8 %.
- 26.2 % of Finns do not use AI services at all.
Source: NØRR3 Media Insights 08/2026 · Panel data Norstat · n = 2 022 · 95 % confidence interval ±1.1–2.2 pp. Age groups n = 400–559, ±4.0–4.8 pp.
ChatGPT is still the clear leader
According to StatCounter, in September 2026 ChatGPT accounted for 77.1 % of clicks from AI services to websites made by users in Finland. Gemini came next with 12.1 %.
For more on how Finns use media, see the latest media research results.
How a ChatGPT ad works
- Placement: the ad appears below the answer in its own box, labelled as an ad.
- Answers stay separate: according to OpenAI, ads do not influence ChatGPT's answers.
- Conversations stay private: advertisers do not see conversations. Reporting shows aggregated views, clicks and conversions.
- Targeting in Europe: ads are selected by the current conversation plus general location and language. Past chats, memory and ad history are not used, and personalised ads are not available in Europe for now.
Who sees the ads
- ChatGPT Free and Go users.
- Plus, Pro, Business, Enterprise and Edu accounts are ad-free.
- No ads are shown to users under 18.
- No ads appear next to sensitive topics such as personal health, mental health or politics.
What you cannot advertise on ChatGPT
OpenAI's ad policies prohibit, among others, adult content, alcohol and tobacco, gambling, political ads, and individual job or housing listings. In Finland, financial, health and legal services are also generally prohibited for now. The rules have changed often, so check them before launching.
Ad assets: what you need
According to OpenAI's guidelines, an ad needs:
- Brand name and logo.
- Headline: up to 50 characters.
- Description: up to 100 characters.
- Image: one square image, PNG or JPG.
- A landing page that does not block OpenAI's crawlers (OAI-AdsBot and OAI-SearchBot).
The image is shown small. Small text and detail disappear, so one clear product or face works best. Long headlines get cut, so put the key word first. See also how we make ad assets for different channels.
NØRR3 runs ChatGPT campaigns through Adform
We run advertisers' ChatGPT campaigns through Adform, and the first results are promising. We expect results to improve over time. As users get used to ads in ChatGPT, they will start treating them the way they treat search ads: as part of looking for information, not as an interruption.
What this means for GEO
GEO (generative engine optimisation), or AI optimisation, means making sure your brand and content are found and recommended in AI answers. The basics are the same as in SEO: the page has to answer the question clearly, and the AI has to find reliable information about you elsewhere online too.
Advertising changes this field. Until now, the only way to show up in ChatGPT was to earn a place in the answer. Now you can also buy visibility, but an ad does not put your brand into the answer. Organic and paid visibility will run side by side, much as they do in search engines.
AI services do not want users to leave them for the rest of the web. They are being built so that the answer, the comparison and the next step all happen inside the conversation. Websites will therefore likely get fewer clicks than they do from search engines, and each click becomes more valuable. That is why a brand should be visible both in the answer and below it.
FAQ
Can you advertise on ChatGPT in Finland?
Yes. ChatGPT ads opened in Finland in August 2026, and Ads Manager is available as self-serve.
How many Finns use AI?
According to NØRR3 Media Insights, 52.8 % of Finns use AI services weekly and 28.2 % daily (08/2026, n = 2 022, ±2.2 pp).
How much do ChatGPT ads cost?
Prices are set in an auction, and there is no fixed rate card. There are two buying models, chosen by the campaign objective:
- Views (CPM-based): Suited to building awareness and entering the market. We estimate the starting level in Finland at about 15–18 € CPM.
- Clicks (CPC-based): Suited to traffic and sales. According to Adform, the suggested starting level in Finland is about 3 € per click, and OpenAI recommends starting bids of 3–5 €.
The final price depends on how many advertisers compete for the same conversations.
According to Adform, the minimum budget for ChatGPT ads is about 25 € per day. We recommend at least 1 000 € per month for a test, about 33 € per day, so you collect enough data to compare against search advertising.
Let's start AI advertising for your brand too
Tell us what you sell and to whom. We will look at whether ChatGPT fits your media plan, which ad to start with and how to compare the results with search advertising.
About the author
Anna-Liina Harrivaara, Senior Marketing Specialist, Partner, NØRR3
Allu has 16 years of results-driven digital advertising across B2B and B2C, with special expertise in automotive, travel, retail and finance. She is at her strongest in Google's channels and thrives under clear goals and a little pressure. At NØRR3 Allu plans, runs and optimizes campaigns.
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