Welcome to the forefront of conversational AI as we explore the fascinating world of AI chatbots in our dedicated blog series. Discover the latest advancements, applications, and strategies that propel the evolution of chatbot technology. From enhancing customer interactions to streamlining business processes, these articles delve into the innovative ways artificial intelligence is shaping the landscape of automated conversational agents. Whether you’re a business owner, developer, or simply intrigued by the future of interactive technology, join us on this journey to unravel the transformative power and endless possibilities of AI chatbots.
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Euronews' flagship morning TV show with the news and insights that drive Europe, live from Brussels every morning at 08.00. Also available as a newsletter and podcast.
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The Ring is Euronews’ weekly political showdown, where Europe’s toughest debates meet their boldest voices. In each episode, two political heavyweights from across the EU face off to propose a diversity of opinions and spark conversations around the most important issues of EU affairs and the wider European political life.
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Starting Monday, tens of millions of ChatGPT users across Europe will see adverts inside their conversations with the chatbot for the first time, as OpenAI rolls out its recently launched advertising programme to its largest market yet.
The company is extending ChatGPT Ads to 31 European countries from 24 August, and the rollout brings the total up to 40 markets.
OpenAI began testing ads in the US in February, then extended the programme through the year to Canada, Australia, New Zealand, the UK, Mexico, Brazil, Japan and South Korea.
Ads will only show up on ChatGPT’s Free and Go plans, the cheapest tiers, while Plus, Pro and Enterprise subscribers will not see any. The move gives European marketers “a new way to reach people while they are actively exploring, comparing, and making decisions,” the company said in a statement.
OpenAI says protecting user trust is foundational to how it approaches advertising. It says it keeps “conversations private from advertisers and never sell[s] customer data.”
“Ads in ChatGPT are always clearly labelled and separate from ChatGPT’s answers, and advertising does not influence the answers ChatGPT provides,” the statement continued.
The reassurances follow criticism that has dogged the ad programme since it was first announced.
In January 2026, US Senator Ed Markey wrote to Sam Altman and six other tech CEOs warning that advertising in AI chatbots risked exploiting the emotional connection users form with them, and asked how OpenAI would stop ads targeting sensitive conversations about health, mental health or politics.
When ads first appeared in the US in February, some users also objected to seeing them on the paid Go tier, which costs $8 a month, arguing that paying for a service should mean going without adverts, not just fewer of them.
Users will be able to control ad personalisation, and anyone who would rather not see ads at all can pay for the pricier ad-free plans.
The rollout raises a question the EU’s AI Act was partly built to answer: when does personalised persuasion tip into manipulation?
The Act bans AI systems that use subliminal or deliberately manipulative techniques, or exploit people’s vulnerabilities, in ways that cause significant harm.
Researchers and consumer groups say conversational AI is a particularly hard case for that rule.
An advert dropped into a personalised, trusted chat exchange is harder to spot as persuasion than a banner ad or a sponsored search result, precisely because it arrives in the same conversational tone as the advice on either side of it.
Chatbot ads have not yet been fully tested by regulators or courts.
A different regulatory question sits alongside that one, this time under the Digital Services Act (DSA) rather than the AI Act.
The European Commission is weighing whether ChatGPT’s search function should be designated a very large online search engine, a status triggered once a service passes 45 million monthly users in the EU.
Commission spokesperson Thomas Regnier told Reuters in July that such a designation was “definitely possible” and could come “sooner or later”.
That label would bring much heavier obligations: annual risk assessments, independent audits, a public advertising repository and closer data-sharing with regulators.
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