OpenAI announced on Friday that it would begin testing advertisements within the ChatGPT application for some users in the United States. This move signals a shift in strategy as the company seeks to broaden its user base and explore new revenue streams amid substantial operational costs.

The introduction of banner ads will initially target logged-in users of the free version of ChatGPT and subscribers to the newly launched $8 per month ChatGPT Go plan. OpenAI first introduced ChatGPT Go in India in August 2025 and has since expanded its availability to over 170 countries. Users of the more expensive Plus, Pro, Business, and Enterprise tiers will remain ad-free. The company plans to display ads at the bottom of ChatGPT responses when a relevant sponsored product or service is identified. These advertisements will be clearly labeled and separated from the generated content.

This decision to incorporate advertising represents a notable change in stance for OpenAI CEO Sam Altman, who in 2024 had characterized advertising in ChatGPT as a last resort. At the time, Altman voiced concerns that the introduction of ads could potentially diminish user trust in the AI platform. The shift suggests that financial pressures and the need for diversified revenue streams have become increasingly pressing for the company.

OpenAI's move into advertising reflects the broader challenges faced by AI companies in monetizing their technologies. While ChatGPT has gained widespread popularity and demonstrated impressive capabilities in natural language processing, the computational resources required to operate the platform are significant. The company is likely seeking to offset these costs and ensure the long-term sustainability of its operations. The success of this advertising venture will depend on OpenAI's ability to integrate ads in a way that is not intrusive or detrimental to the user experience.