The Marketing edition
The AI news of that week, in plain language.
Ads in ChatGPT, a new transparency requirement, and images that speak: this week is all about what your brand shows and says.
ChatGPT is getting ads: a new channel for your brand, including in the Netherlands
From late August, free and Go users will see ads in ChatGPT, and users in the Netherlands have already been notified.
OpenAI is bringing ads to ChatGPT in Europe. From late August, users on the free plan and the Go subscription (€8 per month) will start seeing ads. Users in the Netherlands have already been informed by email. The paid Plus, Pro, Business, Enterprise, and Education plans will remain ad-free. The ads will not be personalised at first: they are chosen based on the topic of the conversation and your general location, not your previous chats.
Background for subscribersPaid advertising in ChatGPT is not available here yet, but organic visibility is. Make sure your pages are clear, honest, and well structured, as sources like that are cited more often in AI answers. This way you build the foundation now, ready for when the advertising platform does reach the Netherlands. Also keep in mind: a large part of your audience will soon be seeing ads alongside the answers, so context and the right topic determine whether you appear.
The EU AI Act is here: be upfront from now on when content is AI-generated
Since 2 August 2026, the main transparency rules of the European AI Act have been in force. Do you have a chatbot on your site, AI-generated marketing content, or AI in your customer communications? Then you must state that clearly. New AI systems launched after that date must comply immediately; systems launched earlier have until 2 December 2026.
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