As generative AI becomes more deeply embedded in everyday work and learning, questions around access, affordability, and sustainability are moving to the forefront of the MarTech and technology landscape. OpenAI has outlined how it plans to test advertising within ChatGPT for US users, framing ads as a way to support wider access to advanced AI tools while protecting user trust.
OpenAI said advertising will be introduced in the coming weeks for logged in adult users on the ChatGPT free tier and the lower cost ChatGPT Go plan in the United States. Paid offerings, including Pro, Business, and Enterprise tiers, will remain ad free. The company positioned the move as part of a broader strategy to balance accessibility with long term financial sustainability.
In a note explaining its approach, OpenAI said AI systems are approaching a point where individuals could rely on them as “a personal super-assistant that helps them learn and do almost anything.” The company added that how widely such tools are made available will play a major role in determining whether AI expands opportunity or reinforces existing inequalities.
Marketing Technology Insights: IAB Releases AI Transparency and Disclosure Framework To Guide Advertising in Gen AI Landscape
OpenAI emphasized that it has focused on widening access through its free tier and ChatGPT Go, its lower priced subscription option. Go, which launched in 171 countries in August, is now being rolled out in the US and all regions where ChatGPT is available. Priced at $8 per month, the plan includes higher usage limits along with features such as image generation, file uploads, and memory.
Advertising will be tested only on the free and Go tiers, with OpenAI stressing that ads will not influence ChatGPT’s responses. “You need to trust that ChatGPT’s responses are driven by what’s objectively useful, never by advertising,” the company said. It also stated that conversations will not be shared with advertisers and that user data will not be sold.
The company outlined several principles guiding the ad rollout. Ads will be clearly separated from AI generated responses and clearly labelled. Users will have controls over personalization, including the ability to turn it off or remove ad related data. OpenAI also noted that it does not optimize for time spent on the platform, saying it prioritizes user trust and experience over revenue.
Marketing Technology Insights: Netcore Empanelled With NICSI To Support Nationwide Citizen Communication Across SMS and RCS
During the initial testing phase, ads are expected to appear at the bottom of responses when a sponsored product or service is relevant to the conversation. Users will be able to see why an ad was shown, dismiss it, or provide feedback. Ads will not be shown to users identified or predicted to be under 18 and will not appear alongside sensitive or regulated topics such as health, mental health, or politics.
Looking ahead, OpenAI suggested that advertising in conversational interfaces could evolve beyond static placements. Future formats may allow users to interact with ads by asking follow up questions related to a product or service. The company also positioned ads as a potential way to help small businesses and emerging brands reach audiences more effectively through AI driven formats.
While acknowledging that the system will be refined over time, OpenAI reiterated that subscriptions and enterprise products remain its primary revenue focus. Advertising is intended to complement those streams and support broader access to AI tools. As testing begins in the US, OpenAI said user feedback will play a central role in shaping how ads appear, underscoring that maintaining trust remains critical to ChatGPT’s long term adoption.
Marketing Technology Insights: Highwire Acquires The Bliss Group To Expand Capabilities
For media inquiries, you can write to our MarTech Newsroom at info@intentamplify.com
