February 2026: the first adverts arrive in ChatGPT

Covers February 2026. Part of our search timeline: a month-by-month look at the changes that shaped SEO, AI search, paid ads and social media, written in November 2026 for local businesses with the benefit of hindsight.

It forms one entry in our search timeline: looking back from November 2026, we go through the key developments in search, AI, advertising and social one month at a time.

If you run a heating firm or a roofing business and already pay for Google Ads, this was the moment a second option for paid visibility in AI tools came into view.

How ChatGPT ads got started in February 2026

OpenAI opened its advertising programme to a small set of advertisers first, with plans to let more in later. The adverts were kept apart from ChatGPT’s own replies, and OpenAI stated that ads would have no influence on what ChatGPT recommends.

What it meant for local businesses that advertise

For UK advertisers, a fresh question landed on the table: should you try AI assistant ads, and if so, when? Those who got in early learned how the format behaved, but most businesses kept Google Ads as the backbone of their paid search.

For a typical local trade, that was sensible. A plumber covering a handful of towns gets most paid enquiries from people searching Google for an emergency call-out, and that was not about to change overnight.

Sensible next steps for UK advertisers

• Check whether ChatGPT ads are actually open to UK advertisers before you set aside any budget.
• If you do run a test, keep the spend small and make sure calls and form enquiries are tracked properly.
• Carry on building free, earned visibility in ChatGPT’s answers, where you pay nothing per click.

Frequently asked questions

Which ChatGPT users are shown adverts?

Adults who are logged in on the free and lower-priced plans. The paid subscription tiers carry no ads.

Can advertisers buy their way into ChatGPT’s answers?

According to OpenAI, no. Adverts carry a label and sit apart from the answer itself.

Sources and further reading

• Astiva: which AI search platforms carry ads in 2026

Want help with this? We manage paid search for trades and local service businesses, from Google Ads to newer channels like ChatGPT ads. See our Google Ads service or Get in touch.