OpenAI will introduce advertising in ChatGPT’s free version for logged-in adult users in the United States, as the company addresses rising AI development costs.
The company announced on Friday that advertisements will also extend to subscribers of the new $8 per month “Go” plan, while users of Plus, Pro, and business accounts will remain ad-free. This development comes as OpenAI faces financial pressure from the estimated $1.4 trillion commitment to AI development over the next eight years and a target of approximately $20 billion in annual revenue by the end of 2025, as stated by CEO Sam Altman last year.
During the test phase, ads will appear beneath ChatGPT’s responses, labeled as “sponsored.” OpenAI stated that advertisements will not influence system replies, emphasizing that trust remains integral to the product. The company asserted, “Users need to trust that ChatGPT’s responses are driven by what’s objectively useful.”
OpenAI affirmed it will not sell user conversations or personal data to advertisers. Users will have the option to disable ad personalization linked to their chats. Ads will also not appear in discussions on regulated subjects, including health, mental health, or politics. Additionally, the company will not show ads to users under 18, using AI tools to estimate age based on usage patterns.
Advertising could generate a substantial revenue stream for OpenAI, particularly because ChatGPT frequently captures user intent in real-time. For instance, a user planning a vacation could encounter ads for hotels, travel services, or local attractions. OpenAI indicated future ad formats might allow users to directly ask questions about promoted products. The company stated, “Given what AI can do, we’re excited to develop new experiences over time that people find more helpful and relevant than any other ads.” OpenAI added, “Soon you might see an ad and be able to directly ask the questions you need to make a purchase decision.”
This ad rollout follows previous initiatives to evolve ChatGPT into a broader commerce and lifestyle platform. Last year, OpenAI launched “Instant Checkout,” which enabled users to purchase products from retailers such as Walmart and Etsy without leaving the chatbot environment. The company also integrated tools focused on health, learning, and productivity to encourage daily use and paid upgrades.
Integrating ads into conversational AI carries risks. ChatGPT interactions can be personal, and critics suggest that combining advertising with private conversations could be perceived as intrusive. The change also increases focus on product safety, particularly after past lawsuits accused the chatbot of contributing to user harm. Altman has acknowledged these concerns, stating in a 2024 interview that he “hates” ads and found mixing them with AI “uniquely unsettling,” though he noted any advertising would require careful design.
OpenAI’s decision aligns with a broader industry trend. In December, Meta began using data from interactions with its AI chatbot to deliver more personalized advertising, indicating that ads may become a common feature across AI-driven platforms. OpenAI’s experiment represents a cautious entry into unfamiliar territory, balancing user trust, ethical considerations, and the financial requirements of scaling artificial intelligence.
