ChatGPT Begins Testing Ads for Free and Go Users in the US

The introduction of ads in ChatGPT marks a notable shift in how conversational AI platforms balance access, funding, and user trust within the MarTech ecosystem. OpenAI has announced that it is beginning to test ads in ChatGPT in the United States, starting with logged in adult users on the Free and Go subscription tiers. The company said Plus, Pro, Business, Enterprise, and Education tiers will remain ad free.

The test represents OpenAI first live experiment with ads in ChatGPT and is designed as a learning phase. According to the announcement, ads will not influence the answers ChatGPT provides, and user conversations will remain private from advertisers. The company stated that its goal is to support broader access to more powerful ChatGPT capabilities while maintaining the trust users place in the product for personal and professional tasks. Users who prefer not to see ads can upgrade to paid plans or opt out of ads on the Free tier in exchange for fewer daily messages.

As part of the test, ads are clearly labeled as sponsored and visually separated from organic responses. OpenAI explained that answers continue to be optimized solely for helpfulness, independent of advertising. Ads shown during the test are selected by matching advertiser submissions with the general topic of a conversation, prior chats, and past ad interactions. For example, someone researching recipes may see ads related to meal kits or grocery delivery. When multiple advertisers are eligible, the most relevant ad is shown first.

Privacy safeguards are a central element of the rollout. Advertisers do not receive access to conversations, chat history, memory, or personal details. They only receive aggregated performance data such as impressions or clicks. OpenAI also confirmed that ads will not be shown to users under eighteen, nor will they appear alongside sensitive or regulated topics including health, mental health, or politics.

Users are given direct control over their ad experience. They can dismiss ads, provide feedback, view and delete ad history, manage personalization settings, and remove ad data with a single action. OpenAI said these controls are intended to ensure transparency and user choice as the advertising test evolves.

Looking ahead, OpenAI views ads in ChatGPT as potentially useful in moments when users are actively exploring options or making decisions. The company plans to use early feedback and performance data to refine relevance and experience before any broader expansion. For businesses, OpenAI said it is only beginning to explore how advertising can participate in ChatGPT in an additive way. What the company emphasized will remain constant is that ads in ChatGPT will not shape answers, conversations will stay private, and users will retain meaningful control over their experience.