OpenAI to test ads in ChatGPT in the US

OpenAI plans to begin testing advertising in ChatGPT in the coming weeks, as it looks to have a diverse revenue model and expand access to its AI tools without increasing costs for users.

The San Francisco–based startup said ads will initially be tested in the US for logged-in adults using the free version of ChatGPT and its low-cost subscription tier, ChatGPT Go, which is being offered in India for free for a year.

OpenAI said advertising is intended to help reduce usage limits for free users and make advanced AI tools accessible to more people without requiring a paid subscription. The company emphasised that ads will be tested cautiously and guided by internal principles focused on user trust and privacy.

According to OpenAI, advertisements will not influence ChatGPT’s responses and will be shown separately from AI-generated answers. Conversations will not be shared with advertisers, and user data will not be sold, the company said. Users will be able to turn off ad personalisation and clear data used for advertising at any time, it added.

The initial test will place ads at the bottom of responses when there is a relevant sponsored product or service related to the ongoing conversation. Ads will be clearly labeled, OpenAI said, and users will be able to dismiss them or see why a particular ad was shown. The company also said ads will not appear for users it identifies as under 18, nor alongside sensitive or regulated topics such as health, mental health, and politics.

The company described ads as part of a broader revenue mix, alongside subscriptions and enterprise services, which it said are already “strong”.

Over time, OpenAI said, it expects to experiment with more interactive ad formats that allow users to ask questions directly within an ad, particularly for purchase-related decisions. The company also said advertising could help small businesses and emerging brands reach customers by creating higher-quality, AI-driven discovery experiences.

OpenAI said it will refine how ads are displayed based on user feedback during the testing phase. It also said its long-term focus remains on building AI products that users and businesses are willing to pay for, with advertising playing a supporting role in expanding access.