OpenAI announced that ChatGPT may soon show ads based on users’ conversations, starting with logged-in adult users in the US. The company is also introducing an $8-per-month “Go” subscription tier, which includes features like longer memory and more image creation opportunities, while still displaying ads. Paid Plus, Pro, and business customers will not see ads.
OpenAI CEO Sam Altman had previously expressed reservations about ads, but the move comes as the company seeks more revenue from its 800 million monthly users to support $1.4 trillion in planned AI infrastructure spending over the next eight years. Last year, OpenAI launched tools such as “Instant Checkout,” allowing users to purchase items from retailers like Walmart and Etsy directly through ChatGPT, as well as health and learning tools designed to make ChatGPT a more integral part of users’ daily lives.
Ads could be highly targeted, based on users’ interactions with ChatGPT. For example, someone planning a trip could see sponsored recommendations for hotels or local attractions. Ads will appear at the bottom of ChatGPT responses and will be labeled as “sponsored,” with the company emphasizing that ads will not influence the chatbot’s answers. OpenAI said it will not sell user data or conversations to advertisers, and users can opt out of ad personalization. Ads will also be excluded from conversations about regulated topics, including health, mental health, and politics.
Altman previously described combining ads with AI as “uniquely unsettling,” though he acknowledged that OpenAI might consider it with care. The introduction of ads raises privacy and safety concerns, particularly given the sensitive nature of some users’ conversations. OpenAI will not serve ads to users identified as, or believed to be, under 18, using AI estimates of age based on usage patterns. The company noted that targeted ads are likely to become more common across AI platforms, following moves by companies such as Meta to personalize ad experiences based on chatbot interactions.
