OpenAI to expand ads across ChatGPT free and low‑cost users

SAN FRANCISCO: OpenAI has told advertising agencies it plans to expand advertisements on its ChatGPT platform to all free and low‑cost users, a major shift in its monetisation strategy as the maker of the world’s most popular AI chatbot seeks new revenue streams, industry newsletter The Information reported on Saturday.

The move would broaden the rollout of ads beyond initial test groups and could see ChatGPT display advertisements to users on the Free and low‑tier “Go” subscription plans, the report said. The expansion comes as OpenAI faces rising infrastructure costs tied to running and developing its AI services and pressure to diversify income beyond subscription fees.

OpenAI began experimenting with advertising in ChatGPT earlier this year, saying in January that it would start testing ads with logged‑in adult users on its free service and the low‑cost Go tier in the United States. Those ads are designed to be clearly labelled and visually separate from chatbot responses, and OpenAI has asserted that they will not influence the content of replies or involve sharing user conversations with marketers.

Under OpenAI’s initial plan, users on higher‑tier subscriptions including Plus, Pro, Business and Enterprise would remain ad‑free. The company also said it would not display ads to users under 18 or around sensitive topics such as health, mental health or politics.

The broader advertising push underscores OpenAI’s effort to generate revenue from its vast user base, which analysts and industry data suggest numbers in the hundreds of millions of weekly active users. Most of those users currently rely on free or lower‑priced access, with only a small fraction subscribing to premium plans.

Advertising on ChatGPT marks a departure from the company’s earlier subscription‑first approach, reflecting both competitive pressures from rival AI providers and the financial realities of maintaining advanced AI technology. Experts have said such a shift could unlock a significant income stream, though poorly executed ads risk alienating users or eroding trust in the platform.

OpenAI has not yet publicly confirmed the full expansion of ads beyond existing tests. The company’s blog and previous statements have outlined principles for advertising, emphasising user privacy, transparent labelling and choice over personalisation.