Be the brand the assistant names in its answer

Somebody asks an assistant which supplier to use, and an answer comes back. Buying a placement inside an AI product means paying to be part of that answer, the way you pay to sit at the top of a search page. Two formats exist today: a product card with an image, a title and a price, and a service advertisement with an image, a headline and a description.

You buy on CPM, on CPC or on a conversion-optimised CPC, you can target by country, and the measurement runs through UTM parameters, the OpenAI pixel and a conversions API. The estimated click price in the Netherlands is around two to three euros — a number you can hold against your margin per order, which is exactly how we would like you to decide about it.

The advertisements have been running since 24 August 2026, in thirty-one European markets and the Netherlands is one of them. What is not open here is the self-serve Ads Manager: you can open an account and load a budget yourself in nine markets — the United States, the United Kingdom, Canada, Australia, New Zealand, Japan, South Korea, Brazil and Mexico. From the Netherlands that leaves three routes: wait until Ads Manager opens here, buy now through OpenAI’s Ads Solutions team or a partner and accept the minimum commitments that come with it, or advertise through an entity in one of those nine markets. We have the last one: JKC Media LLC in Atlanta. And it is no law of nature that every assistant becomes an advertising channel — Claude and Perplexity are deliberately keeping their answers free of advertisements.

So what we sell today is readiness and a test on the day it opens: your product feed correct, AI referrers visible on their own in your statistics, and a page the answer can send someone to. We wrote the whole state of play up in ChatGPT Ads in the Netherlands, including what it costs and who it is not for.

If you sell products to consumers, this format was built for you: an image, a price and a stock level is exactly what the product card asks for. Set two to three euros a click against your margin per order and you will know within an afternoon whether it can work.

If you sell a service, an implementation or software to other businesses, our advice is soberer. A product card with a price says little about a decision that takes six months and four people. Your buyer uses an assistant to build a longlist, not to buy — so the ground you gain there is organic, and that is findability rather than this.

Writing, targeting and steering advertisements with AI is something we already do as a matter of course, on Google and on social. It is part of how we work rather than a product you buy, and our vision for AI says where we draw the line.

What this page is about is the media buy: paying an AI product to put your brand in front of somebody who is asking it a question.