News & analysis
ChatGPT Ads Expands to 89 Countries, Adds Wider Format
OpenAI told advertisers this week that ChatGPT Ads has expanded to 26 more countries, now covers 89 total, and is rolling out a wider ad unit alongside multi-image ads in open beta.
By Roomer Editorial · · 3 min read
What did OpenAI announce?
OpenAI sent its weekly advertiser email with a bundle of updates: a wider standard ad format, multi-image ads moving to open beta for all advertisers, and a Shopify integration now available internationally. Some of the items, like the 26-country expansion, had already been flagged before. The email packaged them together as one roundup.
How big is ChatGPT Ads now?
ChatGPT Ads is now live in 89 countries, after this week's expansion added 26 more markets. OpenAI also said more than 100,000 advertisers are now running campaigns on the platform, according to the email.
What is the new wider ad format?
OpenAI is introducing a wider standard ad card that uses more of the conversation width on desktop. The company said this format uses existing campaigns and creative, so advertisers don't need to do anything to adopt it. It's a layout change on OpenAI's end, not a new product advertisers have to build for.
What else is changing?
Multi-image ads, previously limited, are now in open beta and available to all advertisers. Shopify integration is now available internationally, a line that appeared twice in OpenAI's email. Creative enhancements are also being auto-enabled, something Search Engine Roundtable noted it had covered separately before this roundup went out.
Roomer Editorial's take
ChatGPT Ads reaching 89 countries in one move is the real headline here, not the wider ad card. That's OpenAI building out ad infrastructure at a pace that matches its user growth, and it means more travel brands will start testing budget there, especially ones already running search and social campaigns.
The wider ad format matters because of how it applies: OpenAI pushes it automatically to existing campaigns and creative, so advertisers don't do anything to turn it on. If a boutique hotel group is running a ChatGPT campaign for its Lisbon property, that campaign will now show up differently on desktop without any change on the advertiser's side.
That's the pattern with every platform you don't own. The rules, the layout, the format, the countries where you're even allowed to advertise, all of it sits with whoever runs the platform. You find out about changes in a weekly email roundup, same as everyone else.
For travel creators, the lesson isn't to avoid ChatGPT Ads. It's to treat it the way you'd treat any paid acquisition channel: useful for reach, not something to build a business model around. A travel creator with a built-out content library and bookable pages on their own site has something ChatGPT's ad expansion can't touch, because it's not rented space. The multi-image beta and wider ad units are interesting if you're already running AI-platform ads for a hotel or tour brand. They're irrelevant if your model depends on them.
The exception: if you're a travel brand with real testing budget and nothing to lose from early-adopter instability, open beta features like multi-image ads are worth a trial while competition for that inventory is still low. Just don't confuse early access with a durable channel. OpenAI announced this change through its regular weekly advertiser email, the same channel it uses for routine updates, which tells you how much notice to expect going forward.
Roomer Editorial's view: if you're building out your own site with bookable pages, treat platform ad updates like this as background noise, not a reason to change your plan. Check the format once it hits your account, confirm nothing in your existing creative breaks on the wider card, and otherwise keep your attention on the channel you actually control. Booking rails through Vio, Stay22, GetYourGuide, Viator and Klook don't shift when a third-party ad platform changes its layout, which is the whole point of owning the page the traffic lands on.
Next step: if you're running or considering ChatGPT Ads for a travel brand, check whether your account has the wider ad format applied and whether multi-image beta is now open to you, then compare performance against whatever owned channels you're already running before shifting budget.
Source: Search Engine Roundtable
