Criteo has expanded its ChatGPT Ads integration into six Southeast Asian markets as conversational AI becomes a more important part of how consumers discover, compare and research products.
The expansion, announced on 25 September, adds Malaysia, Indonesia, the Philippines, Singapore, Thailand and Vietnam.
It takes Criteo’s ChatGPT Ads availability to 61 markets worldwide and gives advertisers in the region access through Criteo’s existing commerce advertising platform.
The move is particularly relevant for FMCG brands and retailers as product discovery starts to shift beyond conventional search engines, retailer websites and social platforms.
Consumers increasingly use conversational AI to research products, compare options and narrow purchasing decisions before reaching a retailer or marketplace.
That creates another potential point in the shopper journey where brands can compete for visibility.
Criteo became the first advertising technology partner to integrate with OpenAI’s advertising pilot earlier this year.
The company says more than 2,000 brands are now advertising through ChatGPT using its technology.
Criteo has also reported early signs of stronger engagement from the channel.
According to company data, click-through rates can be two to three times higher than comparable advertising formats in other environments, while more than 80% of traffic generated through ChatGPT Ads has come from new customers.
Those figures are based on Criteo’s own early campaign data and have not been independently verified.
For grocery and FMCG advertisers, however, the significance goes beyond the initial performance numbers.
Retail media has traditionally concentrated heavily on retailer-owned websites, apps and physical stores, where brands can reach consumers relatively close to a purchase.
Conversational AI introduces another environment much earlier in the decision process.
A shopper asking an AI assistant about breakfast options, skincare, household products or meal ideas could begin considering brands before visiting a supermarket website or searching for an individual product.
That could make visibility within AI-assisted discovery increasingly relevant to FMCG marketing teams alongside search advertising, social media and established retail-media networks.
Criteo is positioning its integration as part of a wider cross-channel commerce strategy rather than a standalone advertising product.
Advertisers can access ChatGPT inventory through systems they already use for other campaigns, allowing AI advertising activity to sit alongside existing digital channels.
The company has also been developing Prompt Smart Ads, which uses catalogue information, commerce data and the context of consumer queries to adapt advertising creative.
Criteo says advertisers involved in early testing increased campaign spend by around four times after activating the technology, although that figure again comes from the company’s own testing.
The Southeast Asian rollout follows a broader international expansion of Criteo’s ChatGPT Ads integration during 2026.
Availability had already expanded across the US, UK, Europe and a number of Asia-Pacific and Middle Eastern markets before the latest six-country addition.
For supermarket suppliers, the development adds another layer to an increasingly fragmented digital shopper journey.
Retailers and FMCG businesses are already balancing retailer-owned media networks, Google search, marketplaces, social commerce and delivery platforms.
Conversational AI is now emerging as another discovery channel that buyers and marketing teams may need to measure as consumers change how they research products online.
Whether it develops into a meaningful sales channel for everyday grocery categories will depend on scale, measurement and how naturally advertising can be incorporated into AI-assisted product research.
But Criteo’s expansion to 61 markets suggests advertising technology providers are preparing for conversational AI to become a permanent part of the commerce media mix.
Editor note: Based on Criteo’s official newsroom update dated 25 September 2026, with additional GTN analysis of the implications for grocery retail, FMCG advertising and retail media. The original Criteo announcement was published on 24 August and subsequently updated with the Southeast Asian expansion.
