24-character title. 48-character description. Google Ads allows 30 and 90.<\/p>\n
37% of Belgians aged 16 and over use ChatGPT every month. About 3.4 million people. 56% among those under 35.<\/p>\n
Those are the figures everyone repeats. For me, the interesting figure lies elsewhere.<\/p>\n
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 \u2014 dropped from 42% to 22% \u2014 but practical advice, at 36%.<\/p>\n
ChatGPT is no longer a desktop tool. It has become a personal advisor. That changes the nature of the inventory, doesn’t it?<\/p>\n
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.<\/p>\n
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 \u2014 for the public as well as for the European regulator.<\/p>\n
Three practical consequences:<\/p>\n
\u2192 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\u2019t know it.<\/p>\n
\u2192 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.<\/p>\n
\u2192 The advisory-focused categories \u2014 insurance, finance, energy, health, travel, real estate \u2014 have here a field that traditional search serves them less well.<\/p>\n
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.<\/p>\n
And the cost of learning to be there will never be as low as today.<\/p>\n
#advertising #marketing #AI #Belgium<\/p>\n
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