The Portuguese brand Continente has invested in advertising on ChatGPT in Portugal, through its media agency Arena Media. OpenAI's artificial intelligence chatbot started showing ads in Europe from August 24, including in the national market, in a project that integrates the brand's digital transformation strategy.
Continente's presence on ChatGPT will prioritize the promotion of promotional campaigns, private label products, new releases, and seasonal initiatives. Currently, ads can be displayed when the user makes a search associated with looking for home solutions.
The ads appear at the end of responses, separated from the content generated by ChatGPT and identified as advertising. Their presentation takes into account relevance to the context and intent of the conversation, as well as the segmentation elements associated with the campaign. Ricardo Torres Assunção, secretary-general of the Portuguese Association of Advertisers, considered it to be "an environment of high intent and engagement," representing a very different opportunity from a social media feed, where advertising appears in an intrusive manner.
