24-character title. 48-character description. Google Ads allows 30 and 90.
37% of Belgians aged 16 and over use ChatGPT every month. About 3.4 million people. 56% among those under 35.
Those are the figures everyone repeats. For me, the interesting figure lies elsewhere.
In August 2024, ChatGPT usage was roughly evenly split between professional and private use. By June 2026, non-professional use exceeds 70%. And the first use case is no longer writing — dropped from 42% to 22% — but practical advice, at 36%.
ChatGPT is no longer a desktop tool. It has become a personal advisor. That changes the nature of the inventory, doesn’t it?
On Google, you interrupt a search. On social networks, a distraction. There, you interrupt advice. Someone describes their situation, asks what to do, and a brand appears right next to the answer.
That is the closest position to a decision that a brand has ever been able to buy. It is also the most delicate to sustain — for the public as well as for the European regulator.
Three practical consequences:
→ In 24 characters, no art direction saves you. What wins is the clarity of positioning. Brands that can say what they do in five words have a structural advantage. Others will discover that they didn’t know it.
→ Belgium is in the first wave for once. Not eighteen months after the United States, with bids already tight. The low-cost learning window is open now. It won’t stay open.
→ The advisory-focused categories — insurance, finance, energy, health, travel, real estate — have here a field that traditional search serves them less well.
What I would do: a small, well-scoped test, with a learning objective and no performance target. A budget we can afford to lose. An honest three-month review. This isn’t a bet on OpenAI. It’s an observation: the place where people ask their questions is moving.
And the cost of learning to be there will never be as low as today.
#advertising #marketing #AI #Belgium
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