Marianne Aas Lunde

From August 24, 2026, OpenAI rolled out advertising in ChatGPT to 31 European markets, including Norway, Sweden, and Denmark. Initially, this went through agency partners such as Publicis, WPP, Omnicom, MediaPlus, Havas, and dentsu. Sikte AI followed this with great excitement. One week later, on August 31, OpenAI opened its self-service platform "Ads Manager" to these markets—and as of September 3, OpenAI themselves confirm that self-service access now applies in 52 countries, Norway included. In other words: you no longer need to go through an agency to test the channel. We have taken a closer look at the platform, and here are the answers to the questions that are popping up most frequently right now.

Before the summer, we landed something we are truly proud of: our first partnership agreement, with VetFamily Norway. VetFamily is a leading community for veterinarians, animal clinics, and animal hospitals in Norway, with around 350 member clinics across the country. The fact that a player of that size chose to collaborate with us means a lot, and we thought we would share why this partnership makes sense.

Simply put: SEO is about winning the click. AEO is about winning a spot in the answer. GEO is about winning the citation. Most companies need all three, but the order and weighting change in 2026.

SEO is about ranking high in search results and earning clicks. AEO is about becoming the answer AI engines give. SEO helps you get found, AEO helps you get used. Most businesses need both.

Ad costs are rising while conversion rates fall, and the buyer journey increasingly starts in AI tools. Businesses should therefore complement paid advertising with AI visibility: clear product pages, comparison content, FAQs, and structured data that make your offer easy for AI systems to understand and recommend.

AI visibility refers to how well a company is understood, mentioned, and cited in responses from ChatGPT, Perplexity, Google AI Overview, Gemini, and other AI engines. SEO remains important, but ranking on Google is no longer enough if the goal is to be selected as a source in AI-generated responses.

What actually works for AI visibility: make your website clearer before producing more content, clean up structure (H1, specific H2s, short paragraphs), build FAQs from real customer questions, and start now, most of your competitors have not yet begun.