OpenAI to Introduce Advertising in ChatGPT

• Ads to appear in limited contexts with clear labeling; early formats include sponsored suggestions and links tied to relevant queries 
• Move broadens monetization beyond subscriptions and API usage; raises questions on data use, targeting and user experience

OpenAI said it plans to introduce advertising within ChatGPT, starting with a limited pilot that will surface sponsored content in select conversations. The initiative marks the first time the company has brought ads directly into its flagship consumer chatbot, signaling a shift toward a hybrid business model alongside ChatGPT Plus, enterprise licensing and API fees.

Early formats will include clearly labeled sponsored suggestions and partner links shown when relevant to a user’s query, according to the company. The pilot will roll out to a small share of users in select markets, with expansion contingent on engagement, safety reviews and user feedback. OpenAI did not disclose commercial terms, participating partners or a firm timeline for broader availability.

OpenAI said ads will be distinguishable from organic responses and subject to its safety systems, with policy checks designed to prevent harmful or misleading placements. The company said it will publish details on data use, targeting and user controls prior to launch. It signaled that enterprise and education customers will remain exempt from ad exposure and indicated that it is evaluating options to limit or disable ads for paying subscribers.

The move reflects a broader trend of AI services testing advertising around high-intent queries. Google has introduced sponsored placements in its generative search experiences, Microsoft’s Copilot incorporates advertising via Bing, and smaller AI search-and-answer startups have piloted sponsored citations and product listings. Agencies and brands are watching for formats that balance usefulness and disclosure, while publishers and retailers remain focused on attribution and traffic impacts.

Key questions for the pilot include how ad relevance will be determined, what data will be used for targeting, and how performance will be measured. Marketers will look for familiar buying models—such as cost-per-click or cost-per-action—alongside guardrails against brand-unsafe prompts and hallucinated claims. User experience will be closely scrutinized to ensure sponsored content does not crowd out or bias core answers.

Regulatory compliance will also be in focus. In the European Union, online platforms face strict requirements for ad transparency and limits on profiling under the Digital Services Act and privacy laws, while children’s advertising and sensitive-category targeting are subject to additional restrictions in multiple jurisdictions. OpenAI said ads will be labeled and that it plans to provide transparency around partner categories and enforcement actions.

OpenAI framed the pilot as an experiment that will evolve with stakeholder input. It said it would start with a narrow set of use cases where sponsored content is likely to be helpful—such as commercial product discovery, travel planning or local services—and expand only if engagement and safety results meet internal thresholds. The company aims to publish periodic updates on policy enforcement, advertiser categories and user controls as the program develops.