OpenAI has launched ChatGPT Ads in 60+ countries including Thailand and Southeast Asia, offering brands unprecedented access to users during active decision-making moments. Unlike keyword-based systems, ChatGPT Ads uses Context Hints and NLP to match ads to conversation intent; ads appear below AI responses with clear "Sponsored" labels and do not influence AI recommendations. Thai businesses must shift from traditional keyword bidding to context-based targeting, leveraging AI tools like the Ads Manager Plugin for campaign optimization—representing a fundamental rethinking of conversational marketing strategy.