You cannot buy a place inside a ChatGPT answer: the platform does not sell that. You can buy an ad slot beside the answer — in Poland it has been on sale since August 2026 — and that is a different product with a different promise. Below are the three purchases people confuse in this question, and what each of them actually promises.
Three different purchases hide in one question
The question is usually put like this: what does it cost to have ChatGPT recommend my company. One word will not answer it, because three separate purchases sit behind it, and they differ not in price but in who gets paid and what the owner gets back.
The first purchase is an ad slot from the platform itself. The owner pays OpenAI and gets a labelled ad beside the answer; it runs as long as the money runs. The price is known up front, and what it buys is the attention of someone who is comparing options right now.
The second is work on what the system builds its answer from: the digital footprint of the business, its description, confirmations in open sources. That work is bought from a provider, not from the platform. It guarantees no place in the answer, but it keeps working once the payments stop. It is the same difference that makes good SEO, on its own, insufficient for visibility in AI answers.
This is what KAN does. We work on what the systems find about a company: its description, its confirmations in open sources, its presence in the places AI draws answers from. The work comes in two forms: “Foundation: optimising your business for AI” organises a company’s information, sources and data once, and “Ongoing AI visibility work” handles positioning and monitoring every month.
The third is the guarantee itself: that a system will name the company in its answer. Nobody sells it, because the platform has no such product. That is exactly how the promise “we guarantee first place in ChatGPT” should be read.
What is on sale in Poland today
OpenAI began testing ads in ChatGPT on 9 February 2026, in the United States only at first. On 24 August 2026 ads went live in 31 European markets, Poland among them. The OpenAI Ads manager works in Polish, billing runs per impression or per click, and the advertiser sets the budget.
So the familiar answer — “there are no ads in ChatGPT” — is no longer true for a business owner in Poland. And the formats keep multiplying: from late October 2026, visual ads began appearing beside image generation results in the United States.
Google puts its paid block somewhere else: ads already run inside Google AI answers and are expanding to more countries. Where the paid block sits, and whether it sits there at all, is the platform’s decision rather than the advertiser’s — which is why the question has to be asked system by system.
What that money does not buy
What an advertising budget does not deliver is described by the platform itself. OpenAI writes that ads are “clearly labeled as sponsored and visually separated from the organic answer”, and states separately: “Ads do not influence the answers ChatGPT gives you”. The Polish page of the ads manager says the same more briefly: ads are marked in the service and separated from ChatGPT answers.
So a paid ad places a company beside the answer, not inside it: the user sees two separate blocks. An advertising budget does not change which companies the system names in the answer itself.
The platform does not sell a place in the answer. It does sell work on what the answer is built from.
What an owner can notice without spending anything
No ads manager and no budget are needed for this. Ask ChatGPT the question the way a customer asks it — not “what do you know about my company”, but, for example, “where should I take my car for new tyres in my city”. Then look at two things: whether the answer contains a block marked “Sponsored” and whether it is separated from the text, and which companies are named in the answer itself. These are two different lists, and appearing on one says nothing about the other.
One answer is still only one answer, though: it shows what happened in a single session, not what the system tells customers on average.
What follows from this for an owner
The question “how much do I pay to have ChatGPT recommend me” is worth breaking into three and deciding separately. Whether to buy an ad slot is an ordinary media decision, with its own price and its own limits. Whether to buy work on the company’s digital footprint is a decision about what the system will find about it six months from now. And a guarantee of a place in the answer is not available from anyone: if someone promises it, the promise is not about what is for sale.
One caveat, without which this answer is incomplete: platform terms change quickly. In nine months, ads in ChatGPT went from a test in one country to an ads manager in Polish, so what cannot be bought today may be on sale tomorrow. Check the date rather than an article from last year.
And there is one way to find out where you are starting from: look at what the systems answer to the real questions your customers ask.
That is what the “AI Visibility Audit” is. We put the questions your customers arrive with to ChatGPT, Gemini, Perplexity and Google AI, read and compare the answers, and show which of them name the company and which do not. After the audit it is clear which of the three purchases is needed at all, and whether it is needed now.
In short
An ad slot beside a ChatGPT answer can be bought in Poland; a place inside the answer is not sold by the platform. Work on what it builds the answer from can be bought — and a guarantee of a place is sold by nobody.
Frequently asked questions
How much does advertising in ChatGPT cost?
The platform publishes no rates: billing runs per impression or per click, and the advertiser sets the budget in the ads manager.
How do you advertise in ChatGPT?
Through the OpenAI Ads manager — the platform describes the procedure on its own pages. It has no bearing on who the system names in the answer itself.
Will ChatGPT recommend my company more often in a normal answer if I buy ads?
No. By the platform’s own description, ads are labelled, separated from the answer, and do not influence answers.
Are there ads in Google AI answers too?
Yes, ads run in Google AI answers and are expanding to more countries.
If you are deciding where the next budget should go, start with one question: what do the systems tell your customers today, without any advertising?
Sources:
- OpenAI, Testing ads in ChatGPT — https://openai.com/index/testing-ads-in-chatgpt/ (accessed: 26.10.2026)
- OpenAI Ads, Polish page of the ads manager — https://ads.openai.com/pl-PL (accessed: 26.10.2026)
- OpenAI, New ways to buy ChatGPT ads — https://openai.com/index/new-ways-to-buy-chatgpt-ads/ (accessed: 26.10.2026)
- Digiday, OpenAI takes ChatGPT ads into Europe — https://digiday.com/marketing/openais-ads-business-hits-europe-at-the-six-month-mark/ (accessed: 26.10.2026)
- TechCrunch, OpenAI launches visual ads — https://techcrunch.com/2026/10/05/openai-launches-visual-ads-that-appear-alongside-image-generation-results/ (accessed: 26.10.2026)
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