OpenAI begins testing ads in free ChatGPT tier

OpenAI has started experimenting with a new feature in ChatGPT that could reshape the user experience for some. The company confirmed that limited testing is underway, with early user feedback helping refine the approach before a potential wider rollout.

At this stage, the test is limited to registered adult users in the US on the free plan and the Go subscription. Paid plans-including Plus, Pro, Business, Enterprise, and Education-will remain completely ad-free. OpenAI emphasized that all ads will be clearly marked as sponsored content and visually separated from ChatGPT’s regular responses to prevent any confusion. They also stressed that ad placements won’t influence the AI’s answers.

Ads during the test are tailored based on the conversation topic, previous chats, and past ad interactions to boost relevance. For example, a user discussing cooking ideas might see promotions related to food products or delivery services. Importantly, advertisers do not get access to private chats or personal data-OpenAI only shares aggregated stats such as impressions and clicks.

The company explains that introducing ads helps cover infrastructure costs and expand access to advanced AI features, especially for users on free and low-cost plans. The Go subscription, priced at $8 per month in the US, is pitched as an affordable alternative alongside the free tier. Users who prefer an ad-free experience can upgrade to higher-priced subscriptions or turn off ads with certain usage limitations.

This move has already sparked debate within the AI industry, drawing criticism from competitors skeptical about ads impacting user trust. OpenAI, however, states it has implemented safeguards, including banning ads alongside sensitive topics like health, politics, and mental health. Users will also have control over ads, with options to hide them, provide feedback, and manage personalization settings.