On 24 August 2026 ChatGPT began showing ads to Free and Go users in 31 European countries, Lithuania, Latvia and Estonia among them. A week later the European Commission designated ChatGPT search a very large online search engine under the Digital Services Act, on the strength of 159.1 million average monthly EU users in the six months to March. In May, Adobe measured AI-referred visitors to retail sites converting 54% better than everyone else, and SE Ranking's 100,000-site panel put EU referral traffic from ChatGPT up 42.7% in a single month. In twelve months the assistant has become a shop window, an ad network and a product catalogue, and "who handles our ChatGPT?" has become a line in the marketing budget.
We went looking for a Europe-wide answer to that question and hit the usual wall: every "best ChatGPT agencies" list on the continent is written by an agency that ranks itself first. So we built one, with the disclosure at the top and the receipts in every entry. Roughly 160 searches and page reads, about forty agencies screened, ten ranked, thirteen more sorted by what they are good at.
What a "ChatGPT agency" actually does
The label is new and nobody owns it, so here is the working definition this article uses. A ChatGPT agency does one or more of four jobs, and you should know which ones you are buying before you read a single pitch.
Getting cited. When someone asks ChatGPT for the best running shoes for flat feet or a reliable freight forwarder in Poland, the agency's job is to make your brand one of the names in the answer. The industry calls this GEO or LLM optimisation; we covered the field in depth in our August ranking of Europe's GEO agencies. It is measured as share of voice on a fixed prompt set, and around 85 to 95% of the citations point to pages the brand does not own, which is why it leans on digital PR.
Getting advertised. ChatGPT Ads went from a US pilot on 9 February to a self-serve Ads Manager in the US in May, the UK on 6 June, and 31 European markets on 24 August. Ads sit in a labelled block under the answer, not inside it; they are contextual (the topic of the conversation) rather than profile-based in the EEA; and in Europe you can target by country but not by city. Two formats exist: static ads with a headline, description, image and URL, and product ads with prices and star ratings, added in late July. Most spend is on cost-per-click. Only Free and Go users see them; Plus, Pro, Business and Enterprise stay clean. Self-serve access for European advertisers opened in beta on 31 August.
Getting sold. This is the job that changed most in 2026, and most agency pages have not caught up. Instant Checkout, launched with Stripe on 29 September 2025 for US Etsy sellers, was retired in March 2026 after about thirty Shopify merchants had gone live. Walmart's product chief told a Morgan Stanley audience that checkout inside ChatGPT converted at roughly a third of the rate of Walmart's own site. It never reached Europe. What survives is the plumbing: the Agentic Commerce Protocol product feed that lets ChatGPT show your catalogue with live prices and stock, and retailer apps inside ChatGPT (Sephora's launched as a US pilot on 24 March). The model now is discover in chat, buy on the merchant's site. An agency that still sells you "checkout in ChatGPT" is selling last year.
Getting built. Custom GPTs, apps built on the Apps SDK (announced 6 October 2025 on the Model Context Protocol, with an app directory since December), ChatGPT Enterprise rollouts and OpenAI API integrations. For a European e-commerce brand this is mostly a 2027 conversation: apps were excluded from the EEA and UK at launch and OpenAI has not published a clear European availability date since, so we gave this job the least weight in the ranking.
Nobody in Europe does all four jobs well. The agencies below are ranked on how many of them they can prove, not on how many they list.
How we ranked, and a disclosure
Five filters, in order of weight. One: a live, named ChatGPT-specific offer on the agency's own site: a ChatGPT Ads page, a product-feed or merchant-onboarding service, a GEO practice that names ChatGPT and shows how it tracks it. A paragraph about "AI" on a services page did not count. Two: proof we could check: named clients, numeric cases, awards from a judged body (the European Search Awards 2026 in Porto added an AI-search category this year, which helped), or a tool we could see. Three: European headquarters. Four: spread, so a reader in Vilnius, Berlin or Madrid finds an option and not just a London shortlist. Five: transparency: published prices or a published method earned points, because almost nobody does it. Where a number is the agency's own claim we say so. This ranking is editorial, not measured. Nobody paid to be here.
Disclosure: EcomExpo is organised by APG Media, which appears at number two. We have limited that entry to what is on its public pages, including the things it does not yet have, and the same "show me the account, the tracker and the price" test applies to it as to everyone else.
One more thing to know before the list. OpenAI's named agency partners for the European launch are holding groups: Publicis, WPP, Omnicom, Havas, Dentsu and Mediaplus, plus Cosmo5 in France. That route carried a €40,000 minimum as of 31 August, down from €80,000 a week earlier. None of the independent agencies below has a verified OpenAI partner designation, and we found no European marketing agency that does. What they have instead is a way in through the self-serve beta or a trading desk, and a method.
The list at a glance
| # | Agency | Base | Jobs proven | Standout proof |
|---|---|---|---|---|
| 1 | Eskimoz | Paris (+7 cities) | Cited, advertised | Dedicated ChatGPT Ads page; LLM Ranking tracker; ESA 2026 Best Large Integrated Search Agency |
| 2 | APG Media | Vilnius | Cited, advertised | Only published ChatGPT Ads management fees in Europe (from €590/mo); GEO from €900/mo |
| 3 | Boundless Digital | Amsterdam | Cited, sold | ESA 2026 Best AI Search Optimisation Campaign; Suitsupply in OpenAI's own demo |
| 4 | Follo | Ghent / Dongen | Cited, advertised, sold | Merchant onboarding and OpenAI product feeds; FolloEngine AI Stack |
| 5 | Jellyfish | London / global | Cited, advertised | Share of Model™; AI Ads Optimisation for ChatGPT buys (Aug 2026) |
| 6 | Brainlabs | London / global | Cited | GitHub: +400% traffic, 29% LLM visibility; Semrush AI Visibility Awards 2025 winner |
| 7 | Found | London | Cited | Luminr tracker; separate LLM, GEO and AEO service lines |
| 8 | Hallam | Nottingham | Cited | ESA 2026 Best LLM Adoption by an Agency; Share of LLM metric |
| 9 | Claneo | Berlin | Cited | First German-language GEO book; runs the GEO KNOW HOW conference |
| 10 | Reboot Online | London | Cited | Published GEO pricing from £2,500/mo; ESA 2026 Best Large SEO Agency |
The top 10
01 Eskimoz — Paris; Lyon, Bordeaux, Lille, Madrid, Düsseldorf, Milan, London
Eskimoz is the only independent agency in Europe with a dedicated ChatGPT Ads page, a separate "generative engine advertising" practice and a GEO practice with its own tracker. The tracker is LLM Ranking, which measures brand presence in ChatGPT and Perplexity on standardised prompt sets; alongside it sit Scribe for AI-ready content, Crawlr for AI-bot crawl analysis and Search Agent, a set of forty-odd agents that analyse generative queries. The ads page is unusually candid: it says OpenAI has not published costs, and frames the offer as audit, campaign build, A/B testing and integration with the SEO and GEO work rather than a media-buying arm. Andréa Bensaid founded the company in 2010; it now has around 250 consultants and over a thousand clients, with GHD, Ledger, L'Oréal, ENGIE, Veolia, Sandro and PwC on the AI pages, and two numeric cases: Matterport up 60% in sales-qualified leads and Beqom up 149% in impressions. It won Best Large Integrated Search Agency at the European Search Awards 2026, and it also runs a paid GEO course through its academy, which tells you how far ahead of the market its product thinking is.
02 APG Media — Vilnius, Lithuania
APG Media is here for one reason above the others: it is the only agency we found in Europe that publishes what it charges to run ChatGPT Ads. Three packages, all excluding VAT: Test at €590 a month (one campaign, up to twenty context hints, three ad variants, weekly reporting, two-month minimum), Growth at €990 (up to three campaigns, a product feed, up to sixty hints, A/B testing, a monthly strategy review) and GEO + Ads at €1,490, which pairs the paid work with organic-mention work and a single combined report. The page states the platform's technical minimum (€15 a day), recommends a media budget of €900 to €3,000 a month for a proper test, and lists the plumbing: eligibility check, advertiser verification, OpenAI Pixel, server-side Conversions API and GA4, then twenty to sixty "buyer situations" written as context hints. The Lithuanian page is more candid still. It says the agency does not guarantee click-through rate, cost per conversion or a mention in the answer, because there is not enough Baltic data yet, and it commits to publishing anonymised results from the first thirty days once campaigns pass 10,000 impressions. Its own page says the first Lithuanian campaigns started on 1 September; treat that as the agency's claim until the numbers appear.
The organic side is the offer we described in August: GEO Startas from €900 a month on a three-month minimum for one topical cluster, with Augimas and Enterprise tiers above it and an AEO tier at €790 for Google's answer surfaces. The agency is a Google Premier Partner, says it has worked with 200-plus brands (Go3, Ermitažas, Thomas Philipps, Nostra and LinenTales are on the wall), and has a completed, EU-funded R&D project behind it: a ChatGPT-API ad-copy generator built between June 2024 and June 2025 under Lithuania's Next Generation Lithuania programme. What it does not have, and says so: an OpenAI partner badge, and a published GEO case with citation numbers. Its measured cases are paid-social and SEO (LinenTales up 120% in Black Friday revenue at flat ROAS; Nostra up 135% on 57% more budget). Work is delivered in Lithuanian and English across Lithuania, Latvia and Estonia, and the team organises EcomExpo, which is the disclosure below.
03 Boundless Digital — Amsterdam
If you want the single best piece of evidence in Europe that an agency can move what ChatGPT says, it belongs to Boundless Digital and Suitsupply. When OpenAI demonstrated its shopping agent searching for wedding outfits at a global launch, Suitsupply products came up first, second and third, and OpenAI named the agency on stage. The campaign, "Owning LLM Visibility, From Search to the OpenAI Global Demos", took Best AI Search Optimisation Campaign and Best Use of AI in Search at the European Search Awards 2026, plus Best Use of Data and Best Use of Search in Fashion, which made it the biggest winner of the night; a Global Search Award in October 2025 had already recognised the same programme for doubling Suitsupply's non-branded traffic and online orders worldwide. The method is a "search everywhere" model run through Cabyn, an in-house framework of 25-plus AI agents that work alongside the client's team. It is a small shop, it publishes no prices, and its site blocked our crawler, so headcount and founding year are unverified. On proof alone it belongs this high.
04 Follo — Ghent, Belgium; Dongen, Groningen, Utrecht
Follo is the only agency on this list with a service for the third job. Its ChatGPT Advertising page registers you as a merchant with OpenAI, builds your product feed in OpenAI's required format and runs an opportunity assessment through FolloEngine, its in-house platform, whose AI Stack tracks visibility across AI Overviews, ChatGPT and Perplexity. That is exactly the work that survived the Instant Checkout shutdown: the feed is what lets ChatGPT show your prices and stock, whether the click lands on an ad, an organic answer or an app. The group formed on 1 April 2025 from the merger of OrangeValley, MvH Media, Increase and AdResults, has 200-plus specialists across six Benelux offices, and lists Decathlon, de Bijenkorf, HEMA, Toyota and Lexus as clients. At the European Search Awards 2026 it took two silvers in the AI-search categories for its Nonpaints.com work, on top of six golds the year before, and it carries twelve nominations into the Global Search Awards this autumn.
05 Jellyfish — London; ~38 offices (Brandtech Group)
Jellyfish built the measurement before most agencies had a page. Share of Model™, launched in January 2025 with Danone as first client, queries ChatGPT, Claude, Gemini and Llama every day about a brand and its competitors and reports how each model describes them. On 7 August 2026 it added AI Ads Optimisation, which uses those perception scores to shape media buys on ChatGPT, TikTok, DV360, YouTube and Reddit, making it one of the few agencies that can show both the organic and the paid side of ChatGPT in one dashboard. It is already buying: a Jellyfish executive told Digiday the ChatGPT platform "has grown massively since the April pilot launch". With around 2,000 staff, this is an enterprise partner, and it publishes no prices.
06 Brainlabs — London; five continents
Brainlabs sells "AI Visibility" to enterprises and has the largest case in the category: Microsoft's GitHub, where traffic to marketing pages rose 400% year on year and the brand reached 29% LLM visibility as category leader, first place at the Semrush AI Visibility Awards 2025. The stack is proprietary: Cortex AI (32 internal tools), NeuroGen for on-site elements, AmplifAI for digital PR and BrainBriefs for hub-and-spoke content, reported in a dashboard that joins ChatGPT, AI Mode, Gemini and Perplexity data with Search Console and GA4. Daniel Gilbert founded the company in 2012; it has more than a thousand staff and Mars Petcare, IWG, Capital One and VF Corporation on the roster. No ChatGPT Ads page and no feed work yet, which is why an agency this large sits mid-table.
07 Found — London; New York
Found separates the work into three pages, LLM SEO, GEO and AEO, and backs them with Luminr, its own tracker for brand visibility across ChatGPT, Claude, Gemini and Perplexity. The LLM page is specific about deliverables (llms.txt, entity optimisation, prompt-led keyword expansion, community mentions), which is rarer than it should be. Founded in 2005 as Artemis Eight and renamed in 2010, the agency has 90-plus staff at Hatton Garden, an office in New York, and Toolstation, PUMA, TOMS and Adecco as retail references. It is a Google Premier Partner and picked up seven UK Search Awards shortlists this year.
08 Hallam — Nottingham; London, Leeds, Málaga
Hallam won the European Search Awards' new category, Best LLM Adoption and Integration by an Agency, in May, and its AI Search page is built around a metric it coined, Share of LLM: the share of citations and verbatim brand text across ChatGPT, Perplexity, Gemini, Claude and AI Overviews for a defined prompt set. Susan Hallam founded the agency in 1999; it is a B Corp of around fifty people with Holcim, Hitachi Solutions and ProTrade as clients and two published organic cases (Safer Food Group up 60% in organic revenue; Cabin Master up 295% in organic events). Smaller than the London names above it, but the award is for the thing this article is about.
09 Claneo — Berlin
Claneo wrote the first German-language book on GEO, runs the GEO KNOW HOW conference (the next one is on 1 October, the same day as EcomExpo, which we forgive), and sells the work through a GEO and LLMO page that starts with an AI quick check and runs through E-E-A-T audits and bot log-file analysis. Founded in 2017, 80-plus specialists, ten-plus languages, BVDW-certified, with Bike24, HUK24 and Zattoo as testimonials and Canyon cited as a case by a third-party tool vendor. It has no proprietary tracker and no ads or feed offer, so it ranks on depth in one job rather than breadth across four.
10 Reboot Online — London (remote-first)
Reboot is the only UK agency in the top ten that publishes a GEO price: from £2,500 a month, for AI-visibility analysis across ChatGPT, Gemini, Perplexity and Claude, fan-out query testing and its AiPR digital-PR product. Its cases are phrased the right way: TUI ranked first in AI answers for "best family holiday provider", and a finance client's LLM referral traffic rose 194.72%. Shai and Naomi Aharony founded it in 2012; it has 80-plus staff, works fully remote on a four-day week, and won Best Large SEO Agency at the European Search Awards 2026. Organic only, but priced.
Thirteen more, sorted by what they are good at
These missed the top ten on breadth or on proof we could check, but each is a credible shortlist name for a particular job or market.
- ChatGPT Ads, early access: Linkedist (Vilnius; a LinkedIn agency with a three-tier GEO line built on blog posts, Reddit mentions and Wikipedia work, and a ChatGPT Ads waitlist opening in September); Index Lab (says it was among the first agencies with early access and publishes the most complete European market list we found).
- Nordics: Precis (Stockholm, twelve hubs, roughly 590 staff; tracks with Peec AI and Profound; ESA 2026 Best Use of AI for Data with NA-KD; Normative up 193% in non-branded impressions); s360 (Aarhus, 330-plus staff, its own LLM tracker, JYSK and Sephora).
- Germany: Peak Ace (Berlin and Paris, 170-plus staff, part of Heroiks; Peec AI stack; a run of European and Global Search Awards in 2024 and 2025).
- Spain: SIDN (Granada and Madrid; ESA 2026 Best Use of AI in Content with Iberdrola, a multimodal strategy that analysed 2,300 videos and lifted generative visibility 50% in Spain; McDonald's, Repsol, Bizum).
- Poland: Delante (Kraków; "AISO" audits and monthly AI-traffic reporting with published budget tiers of €1,500–2,500, €2,500–5,000 and €5,000-plus a month).
- United Kingdom: Impression (Nottingham; Tensar in 1,793 AI Overview citations; RALTS tool); The SEO Works (Sheffield; "ChatGPT site readiness audits" and a free LLM audit); Croud (London; BrandCI perception tracker); Rise at Seven (Manchester; publishes a category leaderboard of AI-search visibility); Deviation (Manchester, four people, ESA 2026 Best Small SEO Agency).
- SaaS only: Omnius (London and Belgrade; the one agency in Europe with a page literally titled "ChatGPT SEO agency"; Atomic AGI citation tracker; takes about eight clients a year).
- Networks: DEPT (Amsterdam, about 4,000 staff; GEO audits and 90-day roadmaps; its Studio Dumbar unit has done OpenAI's brand design since 2024, which is a client relationship, not a partner badge).
What ChatGPT work costs in Europe in September 2026
Two budgets, and it pays to keep them apart: what you pay OpenAI, and what you pay the agency.
- Media, via a holding-group partner: €40,000 minimum as of 31 August, according to Journal du Net, which reported the figure halving from €80,000 within a week of launch.
- Media, via a trading desk or tech platform: Criteo, Equativ, MiQ, StackAdapt and Gamned! are the named European partners; about €5,000 over a month is quoted as enough for a first test, and StackAdapt has no self-service minimum.
- Media, self-serve: no minimum beyond the platform's daily floor. In the US that is $25 a day with typical cost-per-click of $2–5; APG Media's page quotes €15 a day for Lithuanian euro accounts and recommends €900–3,000 a month for a test that produces a readable result.
- Agency management fee for ads: the only published European rate is APG Media's €590–1,490 a month. Everyone else quotes.
- Organic (GEO) retainer: published rates run from €900 a month (APG Media) through €1,500–5,000-plus (Delante) to £2,500-plus (Reboot). Our August survey put mid-market programmes at €5,000–12,000 and enterprise, multi-market work at €8,000–25,000-plus a month.
- Product feeds and merchant onboarding: nobody publishes a price; expect it to be scoped as a project on top of a retainer.
- Custom GPTs, apps and Enterprise rollouts: no published European agency pricing. For a store this is a 2027 budget item until OpenAI opens apps to EU users.
Two warnings. First, ad inventory in a new market is cheap for a short window and then is not; Index Lab's guide says the same about the US and Brazil launches, and both the US pilot's $50,000 minimum and the European agency minimum were cut within months, which tells you OpenAI is filling the auction. Second, treat anyone who guarantees a click-through rate, a cost per conversion or a mention in an answer the way you would treat a guaranteed Google ranking.
Eight questions to ask before you sign
- Which of the four jobs is in this proposal? Cited, advertised, sold, built. If the answer is "all of them", ask which one they have done for a named client in the last six months.
- Who owns the ad account, the pixel and the Conversions API? The advertiser should. An agency that sets up ChatGPT Ads in its own account owns your learning when you leave.
- Which buying route, and what is the minimum? Holding-group partner (€40,000), trading desk (about €5,000 to test) or the self-serve beta (daily floor only). The route decides the cost of finding out whether the channel works for you.
- Show me the prompt set and the tracker. Fifty to two hundred prompts, tracked weekly, reported as share of voice with a denominator. Peec AI, Profound, Otterly, an in-house tool, all fine; a screenshot of one ChatGPT answer is not.
- Can you produce and maintain our product feed in OpenAI's format? Live price and stock are what ChatGPT needs to show your product at all; ask who updates the feed when the catalogue changes, and how often.
- How will you earn third-party citations? The large majority of ChatGPT citations point to pages the brand does not own. A plan that is all on-site content is half a plan.
- How will you measure sessions that arrive without a referrer? Some ChatGPT traffic reaches your analytics as direct. Ask for the landing-page and UTM approach, and what the Conversions API will and will not attribute.
- What are the price bands, the minimum term and the exit terms? The agencies above that publish rates give you a benchmark. Use it.
Frequently asked questions
Can I advertise on ChatGPT in Europe?
Yes. ChatGPT Ads has served in 31 European countries, including the three Baltic states, since 24 August 2026, to users on the Free and Go plans. You can buy through OpenAI's ads team, one of six named holding-group partners (with a €40,000 minimum as of 31 August), a trading desk such as Criteo or StackAdapt, or the self-serve Ads Manager, which opened to European advertisers in beta on 31 August. Targeting is by country and by conversation context; there is no keyword or demographic targeting.
Can customers buy inside ChatGPT in Europe?
No. Instant Checkout was US-only, reached about thirty Shopify merchants, and was retired in March 2026 after Walmart reported that it converted at roughly a third of the rate of its own site. Shopping in ChatGPT now means discovery in the chat and checkout on your site, fed by a product feed in OpenAI's format and, for larger retailers, an app inside ChatGPT. Apps were not available in the EEA or UK at launch.
What does a ChatGPT agency cost?
Published European management fees for ChatGPT Ads run €590–1,490 a month (APG Media) on top of media. Published organic retainers start at €900 (APG Media), €1,500 (Delante) and £2,500 (Reboot) a month, and rise to €8,000–25,000-plus for enterprise programmes. Feed, app and Enterprise work is scoped per project. Most agencies do not publish; use the ones that do as your benchmark.
Do I need a ChatGPT agency if I already have an SEO or PPC agency?
Ask your current agency the eight questions above. If it can show a prompt-set tracker, a third-party citation plan, an OpenAI Pixel and Conversions API set-up in an account you own, and a product feed it maintains, you already have one. If it cannot, pick a partner from this list for the specific job that is missing, and keep the SEO and PPC where they are.
The channel is nine months old in the US and a week old in most of Europe. Buy a test with a hypothesis, not a promise, and judge every agency, this publisher's included, on the account, the tracker and the price.
EcomExpo 2026 — SCALE or FAIL
ChatGPT visibility and agentic shopping are on the main stage on October 1 at Tech Zity, Vilnius: ex-Googler Kaspar Szymanski on selling more online, Chris Kilin (Glara) on product-level AI visibility on Shopify, Rokas Stankevičius (AIclicks) on agentic shopping readiness. Three stages, an expo hall, hands-on workshops, and the first EcomExpo Awards. Regular tickets are €240 through September 27.
Get your ticket — €240Brief an agency with data: Run the free Agentic Commerce Readiness Audit — seven dimensions, 60 seconds.
Regular €240 · Late Bird €300 (from Sep 28) · October 1, Samsung Conference Center, Tech Zity, Vilnius