Cellcom Launches ChatGPT Advertising Amid Record Q2 Financial Results
Cellcom becomes one of the first Israeli companies to advertise on ChatGPT, coinciding with record financial results that saw Q2 2026 net profit surge 44% to 92 million NIS.
Cellcom has become one of the first companies in Israel to launch advertising on OpenAI's ChatGPT platform, marking a significant shift in its marketing strategy as consumer search habits evolve.
Reaching Consumers Through AI Conversations
As consumers increasingly move away from traditional search engines and social media toward conversational AI environments to evaluate alternatives and make purchasing decisions, Cellcom is testing new touchpoints. The company aims to meet users at the precise moment they articulate a need or compare options, delivering relevant offers and benefits.
According to the company, advertisements on ChatGPT are displayed separately from chat responses and are clearly marked as sponsored content. This move reflects a broader adaptation to shifting consumer habits and intent-driven search behavior.
Strong Financial Performance in Q2 2026
The advertising initiative comes on the heels of strong financial results published last month for the second quarter of 2026. Cellcom reported a net profit of 92 million NIS, representing a 44% surge compared to 64 million NIS in the same period last year, marking its highest quarterly profit since 2015.
For the first half of 2026, Cellcom's net profit reached 164 million NIS, a 32% increase from 124 million NIS previously. The company noted that in just six months, it generated nearly the entire profit and cash flow produced during the entirety of 2024.
"Free cash flow surged by 32% to 136 million NIS for the quarter, reaching 251 million NIS for the half-year—a 27% increase and a decade-long high." — Cellcom Financial Report
Additionally, quarterly operating profit rose by 26% to 148 million NIS, while adjusted EBITDA climbed 8.3% to 380 million NIS.
