OpenAI's ChatGPT, the world's most popular AI chatbot, has begun testing adverts in the United States, marking a major shift for a product that has operated largely without advertising since its launch in 2022.
Here’s what’s changing - and what isn’t.
Who will see ads?
The trial is initially being tested for logged-in US users on OpenAI's Free tier and its newer Go subscription plan.
The Go plan, introduced in mid-January, costs $8 (€6.7) per month in the US. Users on higher-tier paid plans - including Plus, Pro, Business, Enterprise and Education - will not see ads, the company said.
"Our focus with this test is learning," OpenAI's blog post read. "We’re paying close attention to feedback so we can make sure ads feel useful and fit naturally into the ChatGPT experience before expanding."
In examples shared by the company, the ads look like banners.
Will ads affect ChatGPT’s answers?
OpenAI says adverts will not affect ChatGPT's answers.
In a blog post addressing concerns over how advertising could affect responses, OpenAI sought to reassure users: "Ads do not influence the answers ChatGPT gives you, and we keep your conversations with ChatGPT private from advertisers. Our goal is for ads to support broader access to more powerful ChatGPT features while maintaining the trust people place in ChatGPT for important and personal tasks."
The company says ads will be clearly labelled as sponsored and kept separate from organic responses.
How will ads be personalised?
In testing, OpenAI has matched ads to users based on conversation topics, past chats and previous ad interactions.
For example, someone researching recipes may see advertisements for grocery delivery services or meal kits.
Advertisers will not have access to individual user data, according to OpenAI, and will instead receive aggregated information such as views and clicks.
Users will be able to view their ad interaction history, clear it at any time, dismiss ads, provide feedback, see why they were shown an advert and manage personalisation settings.
What's been the response to ChatGPT's ad rollout?
The announcement, first revealed last month, drew criticism and satire during Sunday’s Super Bowl broadcasts.
Anthropic, the rival company behind the Claude AI assistant, launched a series of commercials mocking the idea of ads embedded within AI responses. In one, a man seeking advice on communicating better with his mother is steered toward "a mature dating site that connects sensitive cubs with roaring cougars" in case he cannot repair the relationship.
Each advert ended with the tagline: "Ads are coming to AI. But not to Claude." While ChatGPT is never mentioned directly, the implication is clear.
OpenAI chief executive Sam Altman responded sharply, describing the campaign as "dishonest" and calling Anthropic an "authoritarian company."
