Following the deployment of ChatGPT Ads, Sun Tzu by Smartup has incorporated the new advertising capabilities into its agentic system for Revenue Operations.
The company, integrated into Smartup since 2025, thus articulates a specialized service that combines knowledge of paid media and positioning with an intelligent operating system to help brands activate and manage their presence on ChatGPT.
The proposal addresses the channel comprehensively: it works on both the organic presence of brands in artificial intelligence environments and advertising activation, keeping both areas differentiated and connecting them with the data, commercial objectives and business context of each client.
ChatGPT opens new territory for visibility and engagement
The expansion of ChatGPT Ads adds a new dimension to the transformation that conversational models are causing in the way we search for information, compare alternatives, and make decisions. For brands, the challenge is no longer just to appear in traditional search engines, but also to build relevance and capture capacity in these new spaces.
The change has parallels with the evolution of Google, where organic positioning and paid campaigns ended up becoming two complementary levers for a good part of B2C companies. In the artificial intelligence ecosystem, brands need to start working on their organic visibility and advertising strategy now, at a time when the channel is still in an early phase of development.
“We have designed an agentic system for Revenue Operations in which execution is based on the criteria of specialists who know the business and operation of each client,” explains Óscar Cordero, CEO of Sun Tzu.
“Incorporating new capabilities and routines for ChatGPT allows us to offer a more agile service, with greater control and continuous optimization. The difference is not in using AI as a simple co-pilot, but in integrating it into the growth operation itself.”
For its part, the Smartup group consolidates its international presence by making this capacity available to its clients, both in Spain and Mexico, where the consumption of generative AI is advancing at a good pace. “At Smartup we have been helping brands grow for more than 18 years through positioning and advertising in search engines. Now, a growing part of searches and purchasing decisions are moving to conversational environments, where brands need to work on both their organic relevance and their advertising presence,” says Carlos Arciniega, general director of Smartup.
“We want to help them join this new channel, with an integrated strategy, measurement and business objectives, taking advantage of a stage in which there is still room to build a differential position.”
Pazy and Mahen Labs activate their presence on the new channel
The new service has already been launched with Pazy, an innovative company in the planning of funeral services, and with Mahen Labs, a family business specialized in health and well-being. Two companies with different profiles that are deploying a 360 presence strategy on ChatGPT, combining organic positioning and advertising activation.
Sun Tzu by Smartup plans to progressively extend this capacity to the group of clients for whom conversational search and advertising on ChatGPT can represent a real opportunity for visibility, acquisition and growth.
With this deployment, Smartup reinforces its ability to accompany brands in the transition from traditional positioning and paid media models towards growth operations adapted to the era of artificial intelligence.