OpenAI has begun serving ads to free and Go-tier users of ChatGPT in the US, marking a significant shift in its monetization strategy — and drawing scrutiny from competitors.
What’s going on. After signing the plans last month, OpenAI quietly rolled out ads to US-based users earlier this month. The move comes amid increased competition, including a heightened marketing push from Anthropic.
What OpenAI says. Speaking at the India AI conference, COO Brad Lightcap described the rollout as “iterative,” emphasizing user trust and privacy. He said the ads, if done right, could be “additions” to brand awareness – but admitted the company is still in early stages and will need time to refine the model.
It’s the background. CEO Sam Altman recently publicly partnered with Anthropic for a Super Bowl ad campaign, defending OpenAI’s commitment to broad, free access to AI. He pointed out that scale creates a “differently shaped problem” for OpenAI compared to competitors with smaller user bases.
The money angle. Reports suggest that OpenAI charges premium rates – up to $60 CPM – and minimum commitments reportedly start at around $200,000. Meanwhile, partners like Shopify allow merchants to advertise within ChatGPT through Shop Campaigns, along with early adopters including Target and Adobe.
Between the lines. OpenAI walks a tightrope: monetize its massive user base without eroding trust — especially as privacy concerns and competitive pressures mount.
An important point. Ads are now part of ChatGPT’s future. The question isn’t whether OpenAI will make money — whether it can do so without compromising the brand experience that fueled its growth.
Dig Deeper. OpenAI COO says ads will be an ‘iterative process’
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