OpenAI will begin testing ads on ChatGPT in the US for some free and paid users on its low-cost subscription tier, designed to allow more people to access its tools with fewer usage limits or without having to pay.
OpenAI will begin testing ads on ChatGPT in the US in the coming weeks, targeting some free users and some paid users on its low-cost ChatGPT Go subscription tier.
The company says the move is designed to allow more people to access its tools with fewer usage limits or without having to pay. Its Pro, Business and Enterprise subscriptions will remain ad-free.
OpenAI plans to test ads appearing at the bottom of ChatGPT responses when there is a relevant sponsored product or service based on the conversation.
It says ads will not appear in accounts where users are, or are predicted to be, under 18. Ads will also be excluded from sensitive or regulated topics, including health, mental health and politics.
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In a statement, the company said ads will not influence ChatGPT’s responses, with advertising kept separate and clearly labelled.
“That means you need to trust that ChatGPT’s responses are driven by what’s objectively useful, never by advertising,” OpenAI said.
“You need to know that your data and conversations are protected and never sold to advertisers. And we need to keep a high bar and give you control over your experience so you see truly relevant, high-quality ads—and can turn off personalisation if you want.”
In an example shared by the company, a user asking ChatGPT for places to visit in Mexico could see holiday-related ads appear.
Meanwhile, the company is expanding its ChatGPT Go tier, now available globally, with it £8 per month, compared to Plus (£20) and Pro (£200).
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In September last year, OpenAI launched its first-ever large scale brand campaign for ChatGPT.
With 700 million weekly users worldwide, the company has been building out its international marketing team as it looks to move beyond awareness, international marketing director Elke Karsens told Marketing Week at the time.
She joined the business in March 2025, following senior marketing roles at companies such as Coinbase and Facebook, with a brief to build a marketing team in London. This team, she says, will be a “centre of excellence” for the business.
“With AI being a new and transformative technology, there will be changes to how people’s jobs are done today, but it will also create new functions and jobs within that space too,” she said.
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