If you work in Irish motor retail, you’ve already seen the shift. Buyers are asking AI tools for “the best family SUV under €25k” or “what should I avoid on a 2018 diesel”.
The next step, which is now being discussed more openly, involves ads within ChatGPT-style answers.
It’s not live in a clear, public “ad product” way yet, but the direction of travel is hard to miss. Industry analysis predicts an ad model will arrive around 2026, and OpenAI has already had to disable “ad-like” in-chat promotions due to user backlash.
For Ireland, this matters more than most markets, because ChatGPT is already dominating AI usage here.
What We Know So Far About “ChatGPT Advertising”
ChatGPT ads are mostly being discussed as a new type of paid placement that shows up inside AI answers, not as banner ads you ignore.
There’s no single official “here’s the format” announcement, but multiple marketing and search-industry sources point to OpenAI planning “free user monetisation” from 2026.
OpenAI’s recent “app suggestion” test also showed how sensitive users are to anything that feels like an ad inside a trusted answer. They turned it off quickly.
So, ads may come, but expect them to be careful, controlled, and heavily tested.
Why Ireland Should Pay Attention
Here’s the standout stat: more than 84% of Irish generative AI requests are made using ChatGPT, according to an Irish study reported by the Irish Independent.
That tells you something important.
If buyers in Ireland are already using ChatGPT as their “first opinion”, then ads inside that space could become a new battleground, right alongside DoneDeal, Carzone, paid search, and social.
How ChatGPT Ads Could Change Car Shopping In Ireland
Fewer Clicks, More “Answer-Led” Decisions
If a buyer asks, “best used hybrid for commuting in Dublin”, they may get a shortlist without opening ten tabs.
That does two things:
- It reduces traffic to normal search results for some queries
- It makes being mentioned inside the answer more valuable than ranking #3 on Google
Marchex describe ChatGPT as a “car buying advisor” role, which fits what many dealers are already hearing from customers.
A New Paid Channel, Sitting Above SEO
If ChatGPT introduces paid placements, you could see:
- “Sponsored” dealer listings or inventory suggestions inside answers
- Paid prompts like “compare finance options” that route a buyer toward a partner
- Higher value for dealers with clean data feeds and strong reviews
This won’t replace classifieds. But it could steal attention at the very start of the journey.
A New Paid Channel, Sitting Above SEO
If ChatGPT introduces paid placements, you could see:
- “Sponsored” dealer listings or inventory suggestions inside answers
- Paid prompts like “compare finance options” that route a buyer toward a partner
- Higher value for dealers with clean data feeds and strong reviews
This won’t replace classifieds. But it could steal attention at the very start of the journey.
What It Could Mean For Irish Dealers
Your Data Hygiene Will Matter More Than Your Ad Copy
AI tools rely on structured info.
If your stock data is messy, AI struggles to recommend you. If your business details are inconsistent, the model can get it wrong.
Practical actions:
- Keep vehicle specs clean and complete (trim, mileage, fuel type, history, warranty)
- Make sure your name, address, phone, and opening hours are identical everywhere
- Keep pricing transparent and up to date
Trust Signals Could Become “The New SEO”
AI answers tend to lean on sources that look reliable. Reviews, third-party mentions, and clear policies will matter.
If your reviews are strong but scattered, pull them together. If you have weak replies, fix them.
What It Could Mean For Car Finance Brokers In Ireland
Brokers may benefit if they’re easy to understand.
AI tools are good at simplifying choices. That’s great for shoppers, but it means brokers need to be crystal clear on:
- What lenders they work with
- What documents they need
- How long approvals take
- What “approval” really means
One risk: AI summaries can oversimplify regulated products. That’s where broker messaging must be tight and consistent.
The Compliance Angle Irish Firms Cannot Ignore
If finance is promoted in or around AI answers, the usual rules still apply.
The Central Bank of Ireland actively monitors advertising by regulated firms and has published guidance on advertising requirements under the Consumer Protection Code.
So, if AI platforms become a marketing channel, dealers and brokers will still need to ensure:
- Disclosures are clear
- Claims are fair and not misleading
- The customer is not pushed into a product that doesn’t suit them
This is not a reason to avoid the channel. It’s a reason to prepare properly.
What To Do Now If You Want To Be Ready
1) Fix The Basics Before You Chase The New Shiny Thing
- Clean stock feeds
- Clear website pages
- Up-to-date reviews
- Strong “about us” and business details
2) Train Your Team For “AI-Led Enquiries”
Customers will arrive with AI opinions. Don’t argue. Guide.
A good response sounds like:
“That’s a solid shortlist. Let’s look at which option fits your mileage and budget, and what it costs per month.”
3) Build A Simple Finance Story
Even if the lead arrives via ChatGPT, the deal is still won by clarity:
- total cost
- monthly cost
- what happens if circumstances change
Where LMO Fits
LMO is a car finance lender in Ireland. We don’t sell stock, we don’t run ads for dealers, and we don’t claim to “game” AI tools.
What we do help with is the part that matters when shoppers are cautious:
- Fast, clear lending decisions
- Simple, compliant finance wording
- Support for dealer and broker partners who want transparent, customer-friendly journeys
If AI-led shopping reduces patience and increases comparison, the lender who keeps the process clear will help partners convert more enquiries into real deals.