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OpenAI confirmed this weekend that ads are coming to ChatGPT, starting with free and Go users in the U.S., a move many predicted after observing the company’s recent strategic shifts.
- OpenAI will begin testing ads at the bottom of ChatGPT responses for free and go users in the U.S.
- The company insists ads will be clearly labeled and won’t influence answers or access user data.
- Higher-tier subscriptions (Pro,Business,Enterprise) will remain ad-free.
- The move signals a shift toward a more enduring business model for the AI chatbot.
The confirmation arrived over the weekend,with OpenAI detailing plans to integrate advertisements into ChatGPT for those using the free and Go tiers within the United States. For months, users have speculated about the possibility, and the announcement validates those suspicions-and a prediction I made some time ago.
A Cautious Rollout, But a Clear Direction
OpenAI is framing the introduction of ads as a way to “expand access” and reduce usage limits for users who don’t or can’t pay for a subscription. however, that’s not the complete picture. The company stated in a post that users “need to trust that ChatGPT’s responses are driven by what’s objectively useful, never by advertising,” and that it “keeps conversations private from advertisers, and we never sell your data to advertisers”.
Initially, ads will appear at the bottom of ChatGPT’s responses when a relevant sponsored product or service exists.OpenAI assures users that these ads will be clearly labeled, won’t influence the AI’s answers, won’t access user conversations, and won’t appear in responses related to sensitive topics like health, mental health, or politics. Users with Pro, Business, and Enterprise subscriptions will continue to enjoy an ad-free experience.
The Shopping Partnerships That Foreshadowed This
This announcement, while presented as a carefully considered step, feels like the formalization of a business model that’s been brewing for a while. Last year, I noted OpenAI’s increasing focus on shopping partnerships, culminating in the launch of a personalized shopping tool just before the holiday season.
The real turning point, however, came in December when OpenAI publicly denied claims that ChatGPT was experimenting with ads. Users shared screenshots of in-chat prompts referencing brands like Target and Peloton,leading to speculation about hidden advertising. Executives maintained these weren’t ads, but rather product recommendations tied to app integrations, with “no financial component.”
But the user reaction wasn’t about financial transactions; it was about the experience. The presence of brand suggestions within the conversational interface,irrespective of monetary exchange,raised concerns about the blurring lines between organic responses and commercial influence. As I wrote at
