On Friday, OpenAI announced it will begin testing advertisements inside the ChatGPT app for some US users in a bid to expand its customer base and diversify revenue. The move represents a reversal for CEO Sam Altman, who in 2024 described advertising in ChatGPT as a “last resort” and expressed concerns that ads could erode user trust, although he did not completely rule out the possibility at the time.
The banner ads will appear in the coming weeks for logged-in users of the free version of ChatGPT as well as the new $8 per month ChatGPT Go plan, which OpenAI also announced Friday is now available worldwide. OpenAI first launched ChatGPT Go in India in August 2025 and has since rolled it out to over 170 countries.
Users paying for the more expensive Plus, Pro, Business, and Enterprise tiers will not see advertisements.
According to OpenAI’s blog post, the company plans to test ads “at the bottom of answers in ChatGPT when there’s a relevant sponsored product or service.” Ads will be labeled and separated from the answer.
In example screenshots shared by the company, the ads look like blocked off sections of the chat window with a small image and some advertising copy. Asking ChatGPT for places to visit in Mexico could result in holiday ads appearing, for instance.
Credit: OpenAI An example mock-up of an advertisement in ChatGPT provided by OpenAI. Credit: OpenAI An example mock-up of an advertisement in ChatGPT provided by OpenAI.
“Our enterprise and subscription businesses are already strong,” Fidji Simo, OpenAI’s CEO of applications, wrote in the blog post. “We believe in having a diverse revenue model where ads can play a part in making intelligence more accessible to everyone.”
OpenAI’s announcement follows the company’s April 2025 introduction of shopping features to ChatGPT Search. At that time, OpenAI’s Adam Fry told Wired that product recommendations were “not ads” and “not sponsored,” but it felt like a potential step in that direction at the time.
OpenAI is not the only AI company exploring advertising revenue. Google began testing AdSense ads in chatbot experiences through partnerships with AI startups in late 2024.