In a major shift for the world's most popular AI chatbot, OpenAI has announced it will begin trialling advertisements for users of its free ChatGPT service. The move, set to start in the United States in the coming weeks, marks the first time the AI tool will integrate ads as its developer seeks a sustainable business model following heavy financial losses.
How the ChatGPT Ad Trial Will Work
The trial will see relevant advertisements appear at the bottom of the screen in response to user prompts. For instance, a query about a popular holiday destination could trigger an advert for a hotel in that region. OpenAI stated the ads will be based on both the immediate prompt and personal data the tool stores on users.
Critically, the firm has pledged that the advertising will not influence ChatGPT's core responses, and it will not share specific conversation data with advertisers. Users will have the option to turn off personalised ads, preventing their previous chat history from influencing the adverts they see.
The company has also committed to significant safeguards during the testing phase. Adverts will not be shown to children or in chats concerning sensitive topics, including health, politics, and mental health.
Driving Forces: Financial Pressure and User Demand
The introduction of ads is a direct response to OpenAI's substantial financial challenges. The company lost billions developing and operating ChatGPT, with excessive spending on data centres contributing to an operating loss of $8bn in just the first six months of 2025. OpenAI has informed investors it does not expect to turn a profit until the end of the decade.
With approximately 800 million users and only around five per cent being paid subscribers, advertising offers a path to monetise the vast free user base. Sam Altman, OpenAI's chief executive, explained the rationale on X, writing: "It is clear to us that a lot of people want to use a lot of AI and don't want to pay, so we are hopeful a business model like this can work."
Subscription Tiers and the Future of Access
Users wishing to avoid adverts entirely will need to subscribe to one of OpenAI's paid tiers: ChatGPT Pro, Plus, or Enterprise, which start at $20 per month. The newer, cheaper ChatGPT Go subscription, priced at $8 a month and first launched in India, will still include adverts but grants users extra features like a higher monthly message limit.
OpenAI frames the debate around ads as part of a broader question about equitable access to advanced AI. The company stated: "AI is reaching a point where everyone can have a personal super-assistant that helps them learn and do almost anything. Who gets access to that level of intelligence will shape whether AI expands opportunity or reinforces the same divides."
The success of this advertising trial in the US will likely determine whether the model is expanded to other regions, including the UK, as OpenAI strives to balance widespread free access with financial viability.
