INSIGHTS
ChatGPT ads are coming to the UK: what law firms need to know
Below we outline our tips for legal marketing success designed to help your law firm succeed.
Key topics discussed
What your law firm needs to know
For years, search marketing has revolved around organic visibility and paid search. AI introduced a third layer: visibility inside AI-generated answers. Now we are about to see a fourth commercial layer emerge – advertising inside the AI interface itself.
According to reporting by the BBC, OpenAI has confirmed that adverts will soon appear within ChatGPT for some users, beginning with a US trial affecting free-tier users and a new lower-cost subscription tier called “ChatGPT Go” (BBC News, 16 January 2026).
While the initial rollout is concentrated in the US, this signals the beginning of a wider monetisation strategy that is expected to expand internationally, including to the UK.
Curious how these ideas could apply to your current campaigns? Contact us to review your account and identify quick wins.
ChatGPT ads for law firms mock-up – what pay-per-click AI ads could look like within ChatGPT. For illustration purposes only showing a mock-up ad for one of the UK’s largest law firms.
What is actually happening?
Based on OpenAI’s announcement and BBC reporting, here is what we currently know.
1. Ads are being trialled in the US
Adverts are being introduced to:
- Free-tier ChatGPT users
- A new subscription tier,
ChatGPT Go (priced at $8 per month in the US)
Plus, Pro, Team and Enterprise users will remain ad-free.
There is no confirmed UK launch date. However, industry expectation is that the UK will follow the US testing phase, potentially in late 2026 or early 2027. OpenAI has indicated it is rolling this out cautiously to maintain user experience.
2. Where will the ads appear?
According to OpenAI’s shared examples, adverts will:
- Appear after a user submits a prompt
- Be clearly separated from the main AI answer
- Resemble banner-style sponsored placements
The BBC reports that ads will appear at the top of the AI tool for some users during the trial. OpenAI has also indicated that ads will be contextually relevant to the conversation.
For example, a prompt about travel could generate related holiday advertising.
In time, formats may evolve beyond simple banners into more interactive or action-driven placements.
3. Who will (and will not) see ads?
Ads will be shown to:
- Free-tier users
- ChatGPT Go subscribers
They will not be shown to:
- Plus, Pro, Team or Enterprise users
- Users under 18
- Users in sensitive contexts (e.g. certain political or health-related topics)
OpenAI has stated that adverts will not influence the AI’s answers and that user conversations will not be shared with advertisers.
4. Why now?
The commercial rationale is straightforward.
The BBC reports that OpenAI operated at a multi-billion-dollar loss in 2025, with only a small percentage of its reported 800 million users paying for subscriptions. Advertising provides a scalable, proven revenue model that has funded much of the internet economy for two decades.
OpenAI has positioned this move as a way to fund broader global access to its tools with fewer usage limits.
Whether framed as monetisation, sustainability, or commercial necessity, the direction of travel is clear: AI platforms are becoming advertising platforms.
Why this matters for UK law firms
This is not just “another ad channel”.
It represents the convergence of three forces:
- High-intent, conversational user queries
- AI-generated advisory-style answers
- Sponsored placements within that environment
That combination is powerful.
When a user asks ChatGPT a nuanced legal question (for example about unfair dismissal, divorce finances, or a commercial dispute) they are not casually browsing. They are often at an early but serious research stage.
If contextual legal adverts begin appearing within those journeys, this could create a new point of influence in the decision-making process.
In practical terms, this introduces a new layer alongside:
- Organic SEO visibility
- AI citation visibility (being referenced inside the AI’s answer)
- Traditional PPC on Google and Microsoft Ads
ChatGPT advertising will sit within the AI interface itself, directly inside the advisory environment.
AI visibility vs AI advertising
It is important not to confuse two distinct concepts:
AI visibility
This is when your firm’s content is cited or referenced inside an AI-generated answer. It is earned through authority, structured content, expertise and topical depth.
AI advertising
This is paid placement within the AI interface.
One builds long-term authority and share of voice.
The other provides controlled, budget-driven exposure.
Forward-thinking firms will need a strategy for both.
What could this look like for law firms?
We have already produced a mock-up of how contextual ChatGPT adverts could appear for UK law firms (per mockup image above) and the implications are significant.
Imagine a user asking:
“I was dismissed after raising concerns about discrimination. Do I have a claim?”
Under the AI’s answer, a clearly marked sponsored placement could appear for an employment law specialist.
This is not the same as a traditional search results page. The user has already read an explanation. They feel informed. The advert sits within that advisory context.
That environment may change click behaviour, conversion patterns and lead quality in ways we have not previously seen.
Strategic implications for your marketing
There are several practical consequences for managing partners and legal marketing teams.
1. AI platforms are becoming paid media environments
If ChatGPT ads roll out in the UK, AI platforms will join Google and Microsoft as performance marketing channels.
Firms that can ignore this risk losing early-mover advantage.
2. Budget allocation will need reviewing
Paid search budgets may need to expand to include AI interface advertising. This will not replace Google PPC overnight, but it may become a complementary channel.
Understanding cost-per-click, cost-per-enquiry and lead quality will be critical.
(You can explore how we approach performance-driven legal PPC campaigns here).
3. Authority still matters
Paid visibility does not replace the need for deep, authoritative content.
AI systems will continue generating answers. If your firm is not part of those answers organically, your brand risks being absent from the advisory layer entirely.
The strongest position will combine:
- Strong organic SEO
- Structured, AI-citable content
- Targeted PPC
- Strategic participation in AI advertising
4. Early adopters may benefit
When new ad channels launch, early advertisers often benefit from:
- Lower competition
- Lower initial CPCs
- Higher visibility share
Over time, costs typically rise as adoption increases.
Monitoring the UK rollout carefully will be important.
The bigger picture: AI is becoming the interface layer of the internet
For two decades, search engines were the gateway to online discovery.
AI assistants are now becoming that gateway.
If users begin their legal research inside ChatGPT rather than Google, the commercial model will follow the user behaviour.
Advertising inside AI is not an experiment in isolation. It is part of a broader structural shift in how discovery, trust and commercial intent intersect.
Bringing it together
ChatGPT carrying adverts is not a minor product update. It is a signal.
It signals that:
- AI interfaces are maturing commercially
- Monetisation is becoming embedded
- The battle for visibility is moving inside conversational environments
For UK law firms, the key question is not whether ads are coming. It is how quickly you prepare for them.
Winning in this next phase will require more than “being on page one”. It will require presence inside AI answers, strategic use of AI advertising, and a data-driven approach to ROI across every channel.
The firms that treat this as a structural shift will be better positioned when the UK rollout arrives.
If you’re an existing MLT PPC client and would like to explore these ideas for your firm, contact us to review your current setup and next-step opportunities.
Your questions answered
Frequently Asked Questions
Ads are currently being tested in the US for free users and ChatGPT Go subscribers. There is no confirmed UK launch date yet, but expansion beyond the US is expected following the testing phase.
Free-tier users and ChatGPT Go subscribers will see ads. Plus, Pro, Team and Enterprise users will remain ad-free.
OpenAI has stated that adverts will not influence the AI’s responses and that conversation data will not be shared with advertisers.
During the trial phase, adverts appear after a prompt and are separated from the main answer, in a banner-style format.
They introduce a new paid channel inside a high-intent, advisory environment. This could influence early-stage research behaviour and create additional opportunities for targeted lead generation.
No. AI advertising will sit alongside organic SEO, AI citation visibility and traditional PPC. An integrated strategy will remain essential.
Monitoring the rollout, assessing budget flexibility, and strengthening both AI visibility and PPC capability now will place firms in a stronger position when the UK launch occurs.
Authors
Gavin Ward
Gav Ward is a UK-based legal technologist and Director at MLT Digital, as well as Founder of Fantastic Lawyers®, who works at the intersection of law, AI and digital strategy to help ambitious law firms improve visibility, generate qualified enquiries and implement practical, results-driven SEO, GEO and legal technology solutions that align marketing performance with highly successful outcomes.
Emma Wyatt
Emma Wyatt is a UK-based Digital Marketing Manager, where they lead the marketing and visibility of the MLT brand. Working across SEO, GEO, AI development, brand strategy, content marketing and email campaigns. Emma helps shape and implement the company's digital presence and innovation, ensuring MLT positions itself as a leading force in legal sector marketing & technology.
Is your law firm ready for ChatGPT ads?
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We can assist you and together we can map out practical next steps so you are ready when this new channel arrives.
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