OpenAI confirms that advertising will begin in the coming weeks for all users in the United States of the free and low-cost versions of ChatGPT, which is intended to expand its pilot scheme, launched earlier this year, to help offset huge computing costs and to provide financial support for the widespread spread of its AI tools.
OpenAI spoke to Reuters on 21 March, stating that the promotion was intended for all eligible users in the United States, following a preliminary test of advertising by OpenAI in February 2026. According to The Information, earlier this month, OpenAI consolidated the advertising technology of Criteo to enhance its ability to purchase and target advertising. According to OpenAI ‘ s bulletin, the advertisement was first presented in a limited test on 9 February 2026 to free and Go-subscribed adult users. Higher-cost subscription services, including ChatGPT Plus ($20/month), Pro ($200/month), commercial, business and educational editions, will remain unadvertised and provide quality, uninterrupted experience for paid users.
The advertisement will appear at the bottom of ChatGPT’s response to the questions, clearly labelled as “subsidized content” and separate from the answers generated by Core AI. OpenAI emphasizes that advertising does not affect the content or quality of the answers, that the content of the dialogue is confidential to the advertiser and that no user data will be sold. Users can understand the reasons for the advertisement, choose to close it and provide feedback. Protection measures include a ban on advertising to users under 18 years of age (based on the user ‘ s own account or speculation) and on advertising on sensitive topics such as health, psychological or political. This expansion is in line with the plans announced by OpenAI on 16 January 2026 to launch the ChatGPT Go subscription ($8 per month). OpenAI announced at that time that it would test ads in free and Go versions to “expand affordable access without imposing a strict ceiling”. The senior managers described the strategy as an initiative to support long-term sustainability at a time when the training and running costs of GPT-4o and its successors were soaring. In the view of industry analysts, this shift can be described as a natural development for OpenAI, which is heavily dependent on large investments by partners such as subscription income and Microsoft. Owing to the high cost of billions of dollars per year associated with power demand, income diversification through targeted, context-related advertising provides a way to make a profit without placing high-level functions behind the pay-for-all wall.
Early feedback on the February test phase appeared to be mixed. Some users appreciate their non-intrusive advertising position and relevance; others are frustrated by the introduction of commercial elements into what many see as a “pure” AI dialogue tool. Social media discussions on platforms such as Reddit have highlighted concerns about possible downgrading of user experience, although OpenAI has reaffirmed its commitment to placing trust above commercialization. This extension also reflects a broader trend in the field of generating AI. Competing players like Google and Anthropic have tried to cash out, while Perplexity AI has been more active in consolidating the results of the sponsored search. The OpenAI method limits advertising to lower levels and excludes it from the core search dialogue, aimed at balancing accessibility and high-end value. Advertisers have shown a strong interest in this. According to the report, OpenAI promoted dozens of brands in late 2025 and early 2026, obtained applicable commitments and initiated activities through partners such as Criteau. The initial focus appears to be on e-commerce, tourism and consumer goods, using the context of dialogue to achieve greater relevance than traditional search or social advertising.
OpenAI has not yet indicated the specific time or number of go-lives of the advertising plan, but emphasizes that it will be improved in an iterative manner based on user feedback during the testing. Users who prefer not to have an advertising experience can upgrade to Plus or higher or, in some cases, choose to reduce the amount of free searches in exchange for no advertising services. The commercialization of advertising highlights the financial reality facing AI. OpenAI ‘ s valuation has soared to over $150 billion in recent financing rounds, but profitability remains elusive in the context of intense competition and infrastructure needs. Advertising revenues may provide a significant boost, especially when the use of free-of-charge versions by users has brought significant scale and data advantages to model improvements. As outreach spreads, the focus will shift to user retention, advertising impact indicators and potential internationalization. At present, millions of United States ChatGPT users will face a new element in daily AI interactions aimed at maintaining the wide availability of the tool while financing the next wave of innovation.