Sales edition
From fake bosses on the phone to adverts in ChatGPT: this week is all about trust, and that is exactly what you live by.
Adverts in ChatGPT: why your prospect will search differently from now on
From Monday, free ChatGPT users in the Netherlands will start seeing adverts below their answers.
From 24 August, OpenAI is placing adverts in ChatGPT for users in 31 European countries, including the Netherlands. The adverts appear only for free (Free) and budget (Go) users, are labelled as sponsored, and sit below the answer. Paid subscriptions (Plus, Pro, Business, Enterprise) stay advert-free. The reason is straightforward: ChatGPT has nearly a billion users a week, but only a small share pays.
Background for subscribersClients are increasingly searching in a chat window rather than coming to you. At the same time, trust in digital communication is falling: fake emails, fake voices, and AI-generated content are becoming harder to spot. For you as a salesperson, this cuts both ways. On one hand, you need to stay alert yourself: verify unusual requests through a different channel, and check that your sales materials meet the new transparency rules. On the other hand, your personal contact becomes more valuable precisely because digital trust is under pressure.
Your boss's voice, faked: now a risk in big deals and payments too
Fraudsters use AI to copy voices and videos so convincingly that verification by image or sound is no longer reliable. Deepfake video scams rose by 700% in 2025. Banks and insurers that rely on video and voice verification are exposed.
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