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

ChatGPT Ads oficjalnie wchodzi do Europy. Nowy system reklamowy OpenAI może otworzyć markom zupełnie nowy sposób docierania do klientów – w momencie, gdy szukają informacji, analizują problem i rozważają konkretne rozwiązania. Dla marketingu rolniczego to szczególnie interesująca perspektywa. W Adagri już analizujemy możliwości ChatGPT Ads i sprawdzamy, jak nowy kanał może być wykorzystany w komunikacji skierowanej do rolników.

ChatGPT Ads in Europe. What's changing?

OpenAI is expanding the ChatGPT advertising system to European markets. Advertisers gain access to Ads Manager, which allows them to create and manage campaigns displayed to ChatGPT users.

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.

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 capabilities are limited. OpenAI is gradually opening up the system to further groups of advertisers.

Currently, primarily selected categories are approved:

• consumer and household products,
• local services,
• travel and experiences,
• digital products,
• education.

Typical categories related to agricultural production are not currently available in the standard ChatGPT Ads advertising model.

This applies, among other things, to. plant protection products, fertilizers, seed material, and agricultural machinery.

This means that the manufacturer of PPPs or a tractor cannot yet use ChatGPT Ads in the way they currently use Google Ads, Meta Ads, or other advertising systems.

However, this does not mean it will stay this way. The system is being developed in stages, and the catalog of categories available to advertisers may be expanded.

„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 inability to advertise most agricultural production means that ChatGPT Ads in agriculture Testing is not possible right now.

Jedną z obecnie dostępnych kategorii są produkty cyfrowe. Otwiera to potencjalne możliwości dla firm oferujących aplikacje, platformy i inne cyfrowe rozwiązania skierowane do rolników, przy czym każda reklama podlega weryfikacji zgodności z zasadami OpenAI.

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 before its wider opening to the agricultural sector.

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..

W Adagri już analizujemy możliwości ChatGPT Ads dla rolnictwa

The full opening of the advertising system for the agricultural sector is still ahead of us. However, this does not mean that it is worth waiting to learn about the tool itself.

W Adagri już analizujemy ChatGPT Ads, dostępne modele kampanii i możliwości nowego systemu z perspektywy marketingu rolniczego

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.

When ChatGPT Ads opens up more broadly to agricultural products and services, we will be ready to leverage the potential of this channel in campaigns targeted at farmers – taking into account the specifics of their needs, seasonality, and the purchasing decision-making process.

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

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