OpenAI has started showing ads inside ChatGPT for some users in the United States, marking the company’s first real step toward ad supported AI chat. The change affects logged in adult users on the Free and Go tiers and is currently limited to a controlled testing phase.
ChatGPT ads appear below AI responses and are clearly labeled as sponsored content. They include short text snippets and a product image, visually separated from organic answers. Users on Plus, Pro, Business, Enterprise, and Education plans do not see ads, reinforcing OpenAI’s push to keep paid subscriptions fully ad free.
The move follows OpenAI’s earlier announcement that it would begin testing paid content inside ChatGPT as a way to support the rising cost of infrastructure. The Go plan, introduced globally in mid January and priced at $8 per month in the US, sits between the free tier and Plus. Despite being a paid option, Go users still see ads, though they receive higher message limits than free users.
OpenAI says ChatGPT ads do not influence responses in any way. Answers are generated independently, with no advertiser input, and ads are excluded from sensitive conversations involving health, mental health, or politics. Users under the age of 18 will not see ads during the test.
Ad selection is based on conversation topics, previous chats, and past ad interactions. For example, users asking for recipes may see promotions related to groceries or meal kits. OpenAI emphasizes that advertisers do not receive access to chat history or personal data. Brands only see aggregated performance metrics such as impressions and clicks.
Users are given several controls over ads. They can dismiss sponsored content, view why a specific ad was shown, manage personalization settings, and delete ad related data with a single tap. OpenAI also allows users to opt out of ads while remaining on the free tier, though this reduces the number of daily messages available. Upgrading to a paid plan removes ads entirely.
This ad rollout may eventually connect with OpenAI’s Instant Checkout feature, which allows users to purchase products from third party retailers without leaving ChatGPT. In the future, ChatGPT ads could let users buy items directly inside the interface rather than navigating to an external website, though this functionality is not yet active.
The decision has reignited debate around advertising in AI tools. Rivals have already responded, with Anthropic running Super Bowl ads positioning its Claude chatbot as ad free. OpenAI CEO Sam Altman criticized the campaign, calling it misleading, despite previously expressing concerns himself about advertising in AI systems.
For now, ChatGPT ads are limited to the US, with no confirmed timeline for international expansion. OpenAI describes the current phase as experimental and feedback driven, aimed at balancing revenue generation with user trust. Whether ads become a core part of ChatGPT’s business or remain a supporting model alongside subscriptions is still an open question.
