Adverts are set to begin appearing at the top of the AI chatbot ChatGPT for a portion of users, according to an announcement from OpenAI.
The initial test phase will roll out in the United States and will apply to some users on the free version of ChatGPT, as well as a newly introduced subscription tier called ChatGPT Go. This lower-priced plan will be available globally and will cost $8 per month, or the equivalent amount in local currencies.
During the trial, OpenAI says advertisements will be shown after a user submits a prompt. For instance, someone asking ChatGPT for travel recommendations in Mexico may see holiday-related ads. Example screenshots released by the company show these ads displayed as banner-style placements.
OpenAI has stressed that advertising will not influence ChatGPT’s answers and that conversation data will not be shared with advertisers. The company said it is experimenting with ads so that “more people can benefit from our tools with fewer usage limits.”
The move comes amid increasing debate over whether the AI sector has been overvalued, driven by strong investor enthusiasm and hype, while still struggling to generate sustainable profits. Some analysts have warned that this apparent bubble may not last.
Henry Ajder, an expert in artificial intelligence, deepfakes and synthetic media, said OpenAI’s decision was predictable. He noted that while the company has seen explosive user growth in recent years, it continues to spend heavily and has yet to become profitable. According to Ajder, advertising is a dependable revenue stream for many software companies and a logical step beyond relying solely on paid subscriptions.
A report by Financial Times stated that OpenAI recorded losses of roughly $8bn (£5.98bn) in the first half of 2025, with only about 5% of ChatGPT’s estimated 800 million users paying for a subscription.
Alongside the new Go tier, OpenAI already offers Plus and Pro subscriptions, priced at $20 and $200 per month respectively in the US. ChatGPT Go was first launched in India in 2025 before being expanded to other regions.
Although OpenAI was founded as a non-profit organisation, it has gradually shifted towards a more commercial model. Advertising has underpinned much of the internet economy for over 20 years, and OpenAI is not alone among AI firms in exploring this approach—despite chief executive Sam Altman previously saying he disliked ads and viewed them as “a last resort.”
