On 31 August 2026, the European Commission designated ChatGPT as a Very Large Online Search Engine (VLOSE). In addition to other EU digital legislation, notably the AI Act, providers of AI systems must now also engage with the DSA. The designation coincides with OpenAI’s rollout of hyper-personalized advertising in ChatGPT in Europe based on profiling chat content, a phenomenon already highlighted by data protection authorities, including the Hamburg Commissioner for Data Protection.
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