OpenAI has started testing advertisements within ChatGPT in the United States, marking a notable change for the AI chatbot, which has largely operated without ads since its 2022 launch. The trial applies to users on the Free tier and the new Go subscription plan, priced at $8 per month. Higher-tier plans, including Plus, Pro, Business, Enterprise, and Education, will remain ad-free.
OpenAI said ads will be clearly labelled as sponsored and will remain separate from ChatGPT’s answers. The company emphasised that adverts will not influence the responses the AI provides. In a blog post, OpenAI reassured users that conversations will remain private from advertisers and that the goal of ads is to support wider access to more powerful features without compromising trust.
During the trial, OpenAI is using ad personalisation based on aggregated data from conversation topics, previous chats, and past ad interactions. For example, someone researching recipes could see ads for grocery delivery services or meal kits. Advertisers will not have access to individual user data. Users will be able to view and clear their ad history, dismiss ads, provide feedback, and manage personalisation settings.
The rollout has drawn attention and criticism. Last month, Anthropic, the rival AI company behind Claude, launched Super Bowl ads satirising AI advertising. In one spot, a man asking for advice about communicating with his mother is shown a recommendation for a dating site targeting “sensitive cubs with roaring cougars.” Each commercial ended with the tagline: “Ads are coming to AI. But not to Claude.” While ChatGPT is not named, the implication was clear.
OpenAI chief executive Sam Altman responded publicly, calling the campaign “dishonest” and describing Anthropic as an “authoritarian company.”
The company described the US trial as a learning exercise. “We’re paying close attention to feedback so we can make sure ads feel useful and fit naturally into the ChatGPT experience before expanding,” OpenAI said.
This testing phase highlights the growing role of commercial strategies in AI services. By targeting Free and lower-tier users while preserving ad-free experiences for paid subscribers, OpenAI appears to be balancing monetisation with user trust.
Industry experts say this approach could influence the broader AI market, as other companies consider similar methods for generating revenue while maintaining credibility. OpenAI’s careful positioning of ads as distinct from AI outputs may set a standard for responsible integration of advertising in AI platforms.
The initial rollout is limited to the US, and OpenAI has not confirmed when or if ads will expand to other regions. Users participating in the trial can expect personalised, clearly labelled advertisements alongside their usual ChatGPT interactions, with controls to manage how those ads are presented.
