{"id":28361,"date":"2026-07-13T11:54:02","date_gmt":"2026-07-13T09:54:02","guid":{"rendered":"https:\/\/www.elcol-legi.org\/w\/?p=28361"},"modified":"2026-07-13T12:00:12","modified_gmt":"2026-07-13T10:00:12","slug":"chatgpt-ads-ja-esta-aqui","status":"publish","type":"post","link":"https:\/\/www.elcol-legi.org\/w\/chatgpt-ads-ja-esta-aqui\/","title":{"rendered":"ChatGPT Ads ja est\u00e0 aqu\u00ed"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column width=&#8221;3\/4&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2 class=\"p1\">Chat GPT Ads ja est\u00e0 aqu\u00ed: aix\u00ed funciona l\u2019eina que revolucionar\u00e0 el m\u00e0rqueting digital<\/h2>\n<p>[\/vc_column_text][stm_spacing lg_spacing=&#8221;6&#8243; md_spacing=&#8221;6&#8243; sm_spacing=&#8221;6&#8243; xs_spacing=&#8221;6&#8243;][vc_column_text css=&#8221;&#8221;]<em>16\/7\/26<\/em>[\/vc_column_text][vc_column_text css=&#8221;&#8221;]<\/p>\n<p class=\"p1\"><em>Aix\u00ed funcionar\u00e0 la nova publicitat que pot canviar el m\u00e0rqueting digital<\/em><\/p>\n<p>[\/vc_column_text][vc_single_image source=&#8221;featured_image&#8221; img_size=&#8221;850&#215;350&#8243;][vc_column_text css=&#8221;.vc_custom_1783936531981{margin-bottom: 20px !important;}&#8221;]<\/p>\n<p class=\"p1\">Durant els \u00faltims vint anys, Google ha dominat la publicitat basada en la intenci\u00f3 de cerca. Quan un usuari necessitava comprar un producte, contractar un servei o resoldre un problema, recorria a Google. All\u00e0 hi apareixien els anuncis.<\/p>\n<p class=\"p1\">Per\u00f2 aquest paradigma est\u00e0 comen\u00e7ant a canviar.<\/p>\n<p class=\"p1\">Milions de persones ja no inicien les seves cerques a Google, sin\u00f3 directament a ChatGPT. Pregunten quin programari han de contractar, quina cl\u00ednica han d&#8217;escollir, quin cotxe comprar o quina estrat\u00e8gia seguir per fer cr\u00e9ixer la seva empresa. I quan canvia el lloc on es prenen les decisions, tamb\u00e9 canvia el lloc on les empreses volen anunciar-se.<\/p>\n<p class=\"p1\">Despr\u00e9s de mesos de rumors, OpenAI ha confirmat oficialment el llan\u00e7ament de <b>ChatGPT Ads<\/b> mitjan\u00e7ant un programa pilot que ja funciona als Estats Units i que s&#8217;est\u00e0 expandint progressivament a nous pa\u00efsos com el Canad\u00e0, Austr\u00e0lia, Nova Zelanda, el Regne Unit, el Jap\u00f3, el Brasil, M\u00e8xic o Corea del Sud. Europa encara no forma part del desplegament, per\u00f2 tot apunta que ser\u00e0 nom\u00e9s q\u00fcesti\u00f3 de temps.<\/p>\n<p class=\"p2\"><b>Per qu\u00e8 OpenAI ha decidit introduir publicitat?<\/b><\/p>\n<p class=\"p1\">La resposta \u00e9s senzilla: mantenir una infraestructura d&#8217;intel\u00b7lig\u00e8ncia artificial costa milers de milions de d\u00f2lars cada any.<\/p>\n<p class=\"p1\">Fins ara, una gran part dels ingressos d&#8217;OpenAI provenien de les subscripcions Plus, Pro, Business i Enterprise. Tanmateix, la immensa majoria d&#8217;usuaris utilitza la versi\u00f3 gratu\u00efta.<\/p>\n<p class=\"p1\">La publicitat permetr\u00e0 finan\u00e7ar una part d&#8217;aquest cost sense obligar tots els usuaris a pagar una subscripci\u00f3. \u00c9s exactament el mateix model que va permetre cr\u00e9ixer a Google, YouTube o Meta, tot i que amb una difer\u00e8ncia important: OpenAI insisteix que els anuncis <b>mai no influiran en les respostes del model<\/b>. Les respostes continuaran sent independents i els anuncis apareixeran clarament separats del contingut generat per la IA.<\/p>\n<p class=\"p2\"><b>Com s\u00f3n els anuncis de ChatGPT?<\/b><\/p>\n<p class=\"p1\">Un dels aspectes que m\u00e9s crida l&#8217;atenci\u00f3 \u00e9s que OpenAI no vol copiar el model tradicional de Google Ads.<\/p>\n<p class=\"p1\">En lloc de mostrar diversos anuncis abans de la resposta, el format actual consisteix en una resposta completament org\u00e0nica generada per ChatGPT i, \u00fanicament quan existeix una oportunitat comercial rellevant, apareix al final de la conversa un bloc patrocinat clarament identificat.<\/p>\n<p class=\"p1\">\u00c9s a dir:<\/p>\n<ul class=\"ul1\">\n<li class=\"li3\">Primer respon la IA.<\/li>\n<li class=\"li3\">Despr\u00e9s, si t\u00e9 sentit, apareix una recomanaci\u00f3 patrocinada.<\/li>\n<li class=\"li3\">L&#8217;anunci est\u00e0 etiquetat com a <b>&#8220;Sponsored&#8221;<\/b>.<\/li>\n<li class=\"li3\">L&#8217;usuari pot ocultar-lo o indicar que no li resulta rellevant.<\/li>\n<\/ul>\n<p class=\"p1\">La filosofia \u00e9s clara: la publicitat no ha d&#8217;interrompre la conversa, sin\u00f3 complementar el moment en qu\u00e8 l&#8217;usuari ja est\u00e0 valorant una decisi\u00f3 de compra.<\/p>\n<p class=\"p2\"><b>Com es segmenten aquestes campanyes?<\/b><\/p>\n<p class=\"p1\">Tot i que OpenAI encara no ha presentat una plataforma d&#8217;autoservei oberta al mercat, s\u00ed que ha explicat alguns dels principis que utilitza per mostrar els anuncis.<\/p>\n<p class=\"p1\">La segmentaci\u00f3 \u00e9s molt diferent de la publicitat tradicional basada \u00fanicament en paraules clau.<\/p>\n<p class=\"p1\">Entre els factors que intervenen hi trobem:<\/p>\n<ul class=\"ul1\">\n<li class=\"li3\">El context de la conversa actual.<\/li>\n<li class=\"li3\">La intenci\u00f3 detectada durant la conversa.<\/li>\n<li class=\"li3\">El moment del proc\u00e9s de decisi\u00f3.<\/li>\n<li class=\"li3\">Les prefer\u00e8ncies publicit\u00e0ries de l&#8217;usuari.<\/li>\n<li class=\"li3\">L&#8217;historial d&#8217;interacci\u00f3 amb anuncis (quan l&#8217;usuari ho permet).<\/li>\n<\/ul>\n<p class=\"p1\">Aix\u00f2 representa un canvi enorme respecte al m\u00e0rqueting als cercadors tradicional.<\/p>\n<p class=\"p1\">Ja no n&#8217;hi ha prou amb licitar per una paraula clau.<\/p>\n<p class=\"p1\">La IA ent\u00e9n el context complet de la conversa.<\/p>\n<p class=\"p1\">Per exemple, si un usuari pregunta:<\/p>\n<p class=\"p1\"><i>&#8220;Estic buscant un CRM per a una empresa industrial de 150 treballadors que utilitza Business Central.&#8221;<\/i><i><\/i><\/p>\n<p class=\"p1\">No cal que escrigui literalment el nom del programari perqu\u00e8 ChatGPT entengui quin tipus de solucions poden ser rellevants.<\/p>\n<p class=\"p1\">Aquest nivell de comprensi\u00f3 contextual probablement ser\u00e0 una de les grans difer\u00e8ncies respecte de Google Ads.<\/p>\n<p class=\"p2\"><b>Quines empreses se&#8217;n poden beneficiar?<\/b><\/p>\n<p class=\"p1\">Tot apunta que les primeres grans beneficiades seran aquelles empreses els clients de les quals fan un proc\u00e9s d&#8217;investigaci\u00f3 abans de comprar.<\/p>\n<p class=\"p1\">Per exemple:<\/p>\n<ul class=\"ul1\">\n<li class=\"li3\">Programari B2B.<\/li>\n<li class=\"li3\">Cl\u00edniques.<\/li>\n<li class=\"li3\">Formaci\u00f3.<\/li>\n<li class=\"li3\">Viatges.<\/li>\n<li class=\"li3\">Serveis professionals.<\/li>\n<li class=\"li3\">Assegurances.<\/li>\n<li class=\"li3\">Automoci\u00f3.<\/li>\n<li class=\"li3\">Tecnologia.<\/li>\n<li class=\"li3\">Productes d&#8217;alt valor econ\u00f2mic.<\/li>\n<\/ul>\n<p class=\"p1\">En aquests sectors, ChatGPT s&#8217;est\u00e0 convertint en una eina de consulta pr\u00e8via a la compra.<\/p>\n<p class=\"p1\">La conversa ja no comen\u00e7a a Google.<\/p>\n<p class=\"p1\">Comen\u00e7a en una IA.<\/p>\n<p class=\"p1\">I aix\u00f2 canvia completament el recorregut del client.<\/p>\n<p class=\"p2\"><b>El que ja estem veient als Estats Units<\/b><\/p>\n<p class=\"p1\">Tot i que el desplegament encara \u00e9s limitat, ja comencen a apar\u00e8ixer els primers casos reals.<\/p>\n<p class=\"p1\">Algunes grans marques ja estan experimentant amb aquest nou format. Un dels exemples m\u00e9s comentats ha estat Amazon, que ha comen\u00e7at a utilitzar ChatGPT Ads per captar usuaris amb intenci\u00f3 de compra i redirigir-los cap al seu propi marketplace.<\/p>\n<p class=\"p1\">Tamb\u00e9 s&#8217;observa que OpenAI est\u00e0 actuant amb molta prud\u00e8ncia.<\/p>\n<p class=\"p1\">Encara no hi ha anuncis massius.<\/p>\n<p class=\"p1\">No hi ha formats invasius.<\/p>\n<p class=\"p1\">No apareixen b\u00e0ners.<\/p>\n<p class=\"p1\">No hi ha interrupcions durant la conversa.<\/p>\n<p class=\"p1\">Tot indica que OpenAI vol construir un model basat en la confian\u00e7a i evitar repetir alguns dels problemes que avui presenten altres plataformes publicit\u00e0ries.<\/p>\n<p class=\"p2\"><b>Arribar\u00e0 aviat a Espanya?<\/b><\/p>\n<p class=\"p1\">Oficialment no hi ha cap data.<\/p>\n<p class=\"p1\">Tanmateix, OpenAI ja ha confirmat que l&#8217;objectiu \u00e9s ampliar progressivament el programa a nous mercats al llarg d&#8217;aquest any.<\/p>\n<p class=\"p1\">Primer els Estats Units.<\/p>\n<p class=\"p1\">Despr\u00e9s diversos pa\u00efsos anglosaxons i asi\u00e0tics.<\/p>\n<p class=\"p1\">I posteriorment la resta de mercats internacionals.<\/p>\n<p class=\"p1\">Per tant, \u00e9s raonable pensar que Espanya acabar\u00e0 incorporant-se quan OpenAI consideri que el model est\u00e0 prou validat.<\/p>\n<p class=\"p2\"><b>Qu\u00e8 haurien de fer les empreses des d&#8217;avui?<\/b><\/p>\n<p class=\"p1\">Aqu\u00ed apareix una idea important.<\/p>\n<p class=\"p1\">Moltes empreses creuen que han d&#8217;esperar que ChatGPT Ads arribi a Espanya.<\/p>\n<p class=\"p1\">Probablement sigui un error.<\/p>\n<p class=\"p1\">Perqu\u00e8 la publicitat ser\u00e0 nom\u00e9s una part del nou ecosistema.<\/p>\n<p class=\"p1\">L&#8217;altra part consisteix a apar\u00e8ixer de manera org\u00e0nica en les respostes de les intel\u00b7lig\u00e8ncies artificials.<\/p>\n<p class=\"p1\">Aix\u00f2 implica treballar el denominat <b>GEO (Generative Engine Optimization)<\/b>, estructurar millor els continguts, refor\u00e7ar l&#8217;autoritat de la marca i generar informaci\u00f3 que els models siguin capa\u00e7os de comprendre, citar i recomanar.<\/p>\n<p class=\"p1\">Les empreses que comencin ara arribaran amb avantatge quan la publicitat estigui disponible.<\/p>\n<p class=\"p2\"><b>Una nova categoria publicit\u00e0ria<\/b><\/p>\n<p class=\"p1\">Potser la conclusi\u00f3 m\u00e9s interessant \u00e9s que ChatGPT Ads no pret\u00e9n convertir-se simplement en &#8220;un altre Google Ads&#8221;.<\/p>\n<p class=\"p1\">OpenAI parla de construir una <b>nova categoria de publicitat conversacional<\/b>.<\/p>\n<p class=\"p1\">Un model en qu\u00e8 l&#8217;anunci apareix \u00fanicament quan aporta valor, on el context pesa m\u00e9s que la paraula clau i on l&#8217;experi\u00e8ncia de l&#8217;usuari continua sent la prioritat.<\/p>\n<p class=\"p1\">Encara queden molts interrogants per resoldre: com ser\u00e0 el sistema de licitacions, quines m\u00e8triques oferir\u00e0, com funcionar\u00e0 l&#8217;atribuci\u00f3 o quan arribar\u00e0 exactament a Europa.<\/p>\n<p class=\"p1\">Per\u00f2 hi ha una cosa que ja sembla evident.<\/p>\n<p class=\"p1\">La publicitat basada en converses intel\u00b7ligents ha comen\u00e7at.<\/p>\n<p class=\"p1\">I, de la mateixa manera que fa dues d\u00e8cades les empreses van haver d&#8217;aprendre a anunciar-se a Google, durant els pr\u00f2xims anys aprendre a fer m\u00e0rqueting dins de les intel\u00b7lig\u00e8ncies artificials es convertir\u00e0 en una nova compet\u00e8ncia imprescindible per a qualsevol departament de m\u00e0rqueting.<\/p>\n<p>&nbsp;<\/p>\n<p>Un article de Pau Llamb\u00ed, assessor de tecnologia del Col\u00b7legi<\/p>\n<p>assessories@elcol-legi.org[\/vc_column_text][vc_row_inner][vc_column_inner width=&#8221;1\/6&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][\/vc_column_inner][vc_column_inner width=&#8221;1\/6&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=&#8221;1\/4&#8243;][stm_spacing lg_spacing=&#8221;50&#8243; md_spacing=&#8221;50&#8243; sm_spacing=&#8221;50&#8243; xs_spacing=&#8221;50&#8243;][vc_column_text]<\/p>\n<h2>\u00daltimes not\u00edcies<\/h2>\n<p>[\/vc_column_text][stm_news loop=&#8221;size:4|order_by:date|order:DESC|post_type:post|categories:8&#8243; posts_per_row=&#8221;2&#8243;][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column width=&#8221;3\/4&#8243;][vc_column_text css=&#8221;&#8221;] Chat GPT Ads ja est\u00e0 aqu\u00ed: aix\u00ed funciona l\u2019eina que revolucionar\u00e0 el m\u00e0rqueting digital [\/vc_column_text][stm_spacing lg_spacing=&#8221;6&#8243; md_spacing=&#8221;6&#8243; sm_spacing=&#8221;6&#8243; xs_spacing=&#8221;6&#8243;][vc_column_text css=&#8221;&#8221;]16\/7\/26[\/vc_column_text][vc_column_text css=&#8221;&#8221;] Aix\u00ed funcionar\u00e0 la nova publicitat que pot canviar el m\u00e0rqueting digital [\/vc_column_text][vc_single_image source=&#8221;featured_image&#8221; img_size=&#8221;850&#215;350&#8243;][vc_column_text css=&#8221;.vc_custom_1783936531981{margin-bottom: 20px !important;}&#8221;] Durant els \u00faltims vint anys, Google ha dominat la publicitat basada en la intenci\u00f3<\/p>\n","protected":false},"author":562,"featured_media":28362,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[2202],"class_list":["post-28361","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticies","tag-mn-302"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ChatGPT Ads ja est\u00e0 aqu\u00ed - Col-legi de Mediadors d&#039;Assegurances de Barcelona<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.elcol-legi.org\/w\/chatgpt-ads-ja-esta-aqui\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ChatGPT Ads ja est\u00e0 aqu\u00ed - Col-legi de Mediadors d&#039;Assegurances de Barcelona\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column width=&#8221;3\/4&#8243;][vc_column_text css=&#8221;&#8221;] Chat GPT Ads ja est\u00e0 aqu\u00ed: aix\u00ed funciona l\u2019eina que revolucionar\u00e0 el m\u00e0rqueting digital [\/vc_column_text][stm_spacing lg_spacing=&#8221;6&#8243; md_spacing=&#8221;6&#8243; sm_spacing=&#8221;6&#8243; xs_spacing=&#8221;6&#8243;][vc_column_text css=&#8221;&#8221;]16\/7\/26[\/vc_column_text][vc_column_text css=&#8221;&#8221;] Aix\u00ed funcionar\u00e0 la nova publicitat que pot canviar el m\u00e0rqueting digital [\/vc_column_text][vc_single_image source=&#8221;featured_image&#8221; img_size=&#8221;850&#215;350&#8243;][vc_column_text css=&#8221;.vc_custom_1783936531981{margin-bottom: 20px !important;}&#8221;] Durant els \u00faltims vint anys, Google ha dominat la publicitat basada en la intenci\u00f3\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.elcol-legi.org\/w\/chatgpt-ads-ja-esta-aqui\/\" \/>\n<meta property=\"og:site_name\" content=\"Col-legi de Mediadors d&#039;Assegurances de Barcelona\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-13T09:54:02+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-13T10:00:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.elcol-legi.org\/w\/wp-content\/uploads\/2026\/07\/nahrizul-kadri-OAsF0QMRWlA-unsplash-1-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1444\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta 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