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The expansion builds on Criteo’s position as ChatGPT Ads’ first advertising technology partner and connects the service with its wider commerce advertising platform.

The implication is clear: advertising is moving from humans operating platforms to humans directing intelligent systems. Agencies will increasingly compete on strategy, data, oversight and the ability to manage AI-driven environment, not simply on media execution

Participating companies will receive campaign expertise and support while testing the channel alongside their existing media investments.

Dentsu was one of OpenAI's four UK agency launch partners and has already managed ChatGPT advertising campaigns for clients.

New analysis reveals where users are concentrated globally and how engagement differs across regions and demographics.