Dentsu has been named a launch partner for OpenAI Ads in Southeast Asia and Taiwan, enabling brands across the region to access advertising opportunities within ChatGPT as OpenAI expands the platform into Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam and Taiwan.

As one of OpenAI's agency launch partners, dentsu will work with clients across Southeast Asia and Taiwan to explore how conversational AI is reshaping discovery, consideration and purchase decisions. The partnership builds on dentsu's experience piloting ChatGPT Ads in Australia and other global markets, helping brands understand and capitalise on emerging consumer behaviours in AI-powered environments.

Matt Farrington, President - Trading & Investment, dentsu APAC, said: “"GAI search is fast becoming critical to capturing demand at every stage of the funnel, complementing traditional paid and organic search to influence decision making across the whole purchase journey. Building on our pilots in Australia and other global markets, we're excited to partner with OpenAI to bring the power of ChatGPT Ads to our clients in Southeast Asia and Taiwan. At dentsu, we believe a holistic performance approach is a key enabler of business growth and our work with OpenAI is a testament to our investment in this space.”

The announcement comes as businesses increasingly look to reach consumers within AI-driven discovery experiences. ChatGPT Ads are designed to help brands connect with users as they research, evaluate and make decisions, while maintaining OpenAI's commitment to privacy, transparency and user trust. Ads are clearly labelled and separate from ChatGPT responses, and do not influence the answers users receive.

The launch reinforces dentsu's commitment to helping clients navigate the next era of search and discovery, where conversational AI is becoming an increasingly important part of how consumers find information, evaluate options and engage with brands.