Retail brands lead ChatGPT ads as AI regulations split EU and US

ChatGPT ads trial reveals retail dominance as EU and US AI rules diverge sharply

New advertising trials on ChatGPT have revealed a strong focus on retail and grocery brands, accounting for nearly half of all ad impressions. The move comes as major retailers like Walmart adjust their digital policies, requiring customers to transition from Vizio accounts to Walmart's own platform. Meanwhile, stricter AI regulations in the EU contrast sharply with lighter US guidelines under a proposed Trump administration framework.

The initial trial of ads on ChatGPT shows retail and grocery brands leading with 44% of impressions. Companies such as Target, Sephora, and Wayfair are among the participants. Other prominent categories include media and education (12.6%), software and tech (11.9%), travel and entertainment (10.4%), and delivery services (9.1%).

Walmart is also making changes by phasing out Vizio accounts. Customers buying a Vizio TV will now need to sign into or create a Walmart account. They will have the choice to merge their existing Vizio account with Walmart's system or delete it entirely. Regulatory differences between the US and EU are becoming clearer. The EU's **Digital Services Act (DSA)** and **AI Act** impose strict rules on AI companies, including risk assessments, transparency reports, and mandatory registration in an EU database. High-risk AI systems must undergo CE marking, continuous monitoring, and regular testing, with fines reaching up to 7% of global revenue. Compliance deadlines stretch from 2025 to 2026. In contrast, the Trump administration's proposed US guidelines focus on flexibility. They require AI firms to allow 'any lawful' government use of their models but avoid the EU's stringent transparency and data disclosure demands. The US rules also mandate disclosure if AI models have been adjusted to meet non-US regulatory standards.

The ChatGPT ads trial highlights the growing influence of retail in AI-driven marketing, while Walmart's account changes signal a shift in consumer data management. At the same time, the gap between EU and US AI regulations widens, with Europe enforcing strict compliance measures and the US prioritising government access with fewer restrictions. These developments will shape how businesses and regulators interact with AI technology in the coming years.