Is advertising the only viable way to fund AI at scale? Will it quietly dictate what these systems optimize for? Advertising in generative AI systems has become a fault line. Last month, OpenAI released that it would start running ads in ChatGPT. Speaking at the World Economic Forum in Davos, OpenAI’s chief financial officer defended the introduction of ads inside ChatGPT, arguing that it is a way to “democratize access to artificial intelligence,” and that this decision is aligned with its mission: “AGI for the benefit of humanity, not for the benefit of humanity who can pay.”