ChatGPT Ads Are Now Available in Europe. Are ChatGPT Ads Available to the Agricultural Sector?

ChatGPT Ads is officially coming to Europe. OpenAI's new advertising system could open up a completely new way for brands to reach customers – at the exact moment they are searching for information, analyzing a problem, and considering specific solutions. For agricultural marketing, this is a particularly interesting prospect. At Adagri, we are already testing the capabilities of ChatGPT Ads and exploring how this new channel can be used in communication targeted at farmers.

ChatGPT Ads in Europe. What's changing?

OpenAI is expanding ChatGPT Ads to European markets. As part of the rollout, advertisers gain access to tools allowing them to create and manage campaigns within ChatGPT. At Adagri, we already have access to the Beta Ad Manager and have started the first system tests in Poland.

This could be much more than just another online advertising system.

On Google, a user enters a search query. On social media, an ad reaches them while they are browsing content. On ChatGPT, a user often describes their problem in detail, provides additional context, asks about possible solutions, and compares available options.

From an advertiser's perspective, this means the ability to reach the recipient at a very specific moment in the decision-making process. And that is why ChatGPT Ads could be particularly interesting for agricultural marketing.

It must be remembered that each of these channels gives the advertiser access to the recipient at a different stage of their decision-making path. Google Ads responds to a stated query, while Social Ads build interest while consuming content. However, ChatGPT Ads potentially allow leveraging the context of the conversation and user intent. It is precisely these differences that can matter for how campaigns are planned in the agricultural sector.

Table 1. From Search to Conversation – The Evolution of Online Advertising Context

ChatGPT Ads in agriculture – where lies the potential?

Let us imagine a farmer who is having a conversation with ChatGPT about a specific problem:

• „What herbicide to use in autumn in winter wheat?”
• „How to combat loose silky-bent in cereals?”
• „What fertilizer should be applied to rapeseed in the spring?”
• „Which tractor to choose for a 100-hectare farm?”

In each of these cases, we are dealing with a user who is actively searching for information regarding a specific product, technology, or solution.

And this is precisely where the greatest potential lies ChatGPT Ads for agriculture.

One of the mechanisms used in the system are the so-called. Context Hints. Instead of the traditional approach based solely on keywords, the advertiser can indicate contexts and intents with which the ad should be associated.

In the future, this could create a completely new way of conducting agricultural product campaigns – based not only on what the farmer is looking for, but also on what, what problem he is trying to solve at the moment.

Table 2. Examples of potential applications of ChatGPT Ads in agricultural product and service marketing. The examples below illustrate potential applications of contextual advertising in agriculture. They do not imply that all of the indicated product categories are currently approved for delivery in ChatGPT Ads.

From an agricultural marketing perspective, this represents a significant shift, because the purchasing decision in agriculture often does not start with the product name. First, a problem, need, or question arises: how to reduce weeds, improve fertilization efficiency, or choose a machine for a specific farm. ChatGPT Ads can therefore shift the touchpoint from the product search stage to the earlier stage of decision-making.

For manufacturers and distributors, this potentially means a new space to build contextual brand presence. Not only may it become crucial, what the user types, but also why ask i at what stage of the decision-making process is he/she. This paves the way for more precise communication, while at the same time requiring a different approach to campaign design, creation, and the strategy of brand presence in a conversational environment.

That is precisely why at Adagri we analyze ChatGPT Ads not as just another advertising space, but as a potentially new brand touchpoint with buyer intent.

Is it already possible to advertise agricultural production supplies in ChatGPT?

At the current stage, ChatGPT Ads operates within a limited range of advertising categories. OpenAI indicates that during the initial period, the system focuses primarily on areas such as consumer and household products, local services, travel and experiences, as well as digital products and education.

Products typically associated with agricultural production, such as plant protection products, fertilizers, seeds, or agricultural machinery, are not currently listed by OpenAI among the supported categories in ChatGPT Ads.

Current policy indicates that at the initial stage the system covers a limited catalog of categories, while the remaining ones are generally excluded from the possibility of advertising.

However, this does not mean that the agricultural industry as a whole is excluded from ChatGPT Ads. The possibility of broadcasting is determined, among other things, by the category of the advertised product or service and the compliance of the specific ad, creative, and landing page with OpenAI policies.

At Adagri, we are currently also reviewing how the system qualifies individual uses related to the agricultural market.

„The biggest change that advertising in a conversational environment can bring is a shift away from thinking exclusively in terms of keywords. In agriculture, context is particularly important – the specific problem, production stage, or need that the user brings to the conversation. If the development of ChatGPT Ads moves in this direction, manufacturers and distributors will be able to build communication much closer to the recipient's actual intent.”

— Jacek Skowroński, Management Board Member, Chief Technology Officer.

The first opportunities for the agricultural sector are already here

The absence of most categories typical of agricultural products on the current list does not mean that ChatGPT Ads tools can no longer be tested in the context of the industry.

One of the currently available categories is digital products. This opens up potential opportunities for companies offering applications, platforms, and other digital solutions targeted at farmers, whereas each advertisement is subject to OpenAI policy compliance verification.

Such campaigns can be particularly interesting because they will allow us to see how the system handles the recognition of typically agricultural conversation contexts and reaching users interested in farming, agricultural production, or agricultural technology.

This could be the first step to exploring the potential of the new channel even before expanding the catalog of ad categories available in ChatGPT Ads.

ChatGPT Ads could change the way agricultural products are advertised

However, the most interesting question is not about what can be advertised today, but, how this model can change agricultural marketing in the future.

For many agricultural products, the context of the decision is of utmost importance.

A farmer is not simply looking for a „fungicide.” They are interested in a solution to a specific problem in a given crop, at a specific growth stage and time. When choosing a machine, the farm size, operations performed, power, equipment, and budget all matter. When it comes to fertilization: the crop, soil condition, expected yield, and soil test results.

A conversation with ChatGPT can contain significantly more such information than a single query entered into a search engine.

If ads can be effectively matched to such contexts, ChatGPT Ads could become a brand-new channel for the agricultural industry to reach customers who are actively looking for a solution..

At Adagri we are already analyzing the possibilities of ChatGPT Ads for agriculture

At Adagri, we are already analyzing ChatGPT Ads, available campaign models, and the possibilities of the new system from an agricultural marketing perspective

We are particularly interested in the use the context of the conversation, the user's intent, and the decision-making moment – meaning the ability to reach the farmer precisely when they are actively looking for information or a solution to a specific problem.

At the same time, we are observing the development of ChatGPT Ads operating principles, available formats, and new advertising categories. This allows us to evaluate not only the platform's current capabilities, but also the direction in which it may evolve intent-based contextual advertising.

The scope of advertising categories available today for companies in the agricultural sector is still limited. However, this does not mean that you should wait to learn the tool itself. As OpenAI expands the catalog of available categories, we will be testing further opportunities to use ChatGPT Ads in campaigns for agricultural products and services.

We have been connecting agro brands with farmers for over 20 years.

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