OpenAI is selling ads in ChatGPT to reach Spanish speakers in the US and 16 Latin American markets. Free users will see them, and businesses can buy them.
If you use the free version of ChatGPT in Spanish, expect to see ads. OpenAI is expanding ChatGPT Ads to the US Hispanic market and 16 Latin American markets, including Puerto Rico. An OpenAI executive described the plan at the Portada Next CDMX conference in Mexico City.
Mexico and Brazil were early entry points alongside the US. OpenAI then added 14 more markets: Argentina, Bolivia, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Panama, Paraguay, Peru, Puerto Rico and Uruguay.
Humberto Cruz, who works with Spanish-speaking clients at OpenAI, said the effort has grown fast. In his words, it began as a pilot and is now a full ecosystem. OpenAI cites 1.2 billion weekly users worldwide.
Cruz said paid messages appear alongside conversations but do not change ChatGPT's answers. He said the system does not read private chat logs. It uses anonymized signals about the topic of a conversation instead. These are the company's own statements, and the talk did not describe any outside check of them.
Companies can buy ads through a self-service tool called OpenAI Ads Manager, or through technology partners. OpenAI says results can be measured with a conversion pixel, which is a small tracker that records when a click leads to a sale or sign-up. It also supports outside measurement partners.
Cruz said ads work differently than on search engines or social media. A person can narrow down what they want within one conversation, so ads should fit the context of that chat.
OpenAI is testing two new formats. Image Gen Ads, now in early testing in the US, place brand messages inside AI image creation. Sponsored Agents would let people chat with a business inside ChatGPT, for tasks like customer service.
Not yet clear: what the ads cost, how they look in practice, and when the new formats will reach more people.
Free ChatGPT users in these markets will see labeled ads, while paid plans stay ad-free, and businesses can now buy ads aimed at Spanish speakers.
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