OpenAI begins testing ads for free and Go tier users

OpenAI announced on Monday that it is beginning to test ads in the U.S. for users on its Free and Go subscription tiers. The Go plan, which was introduced globally in mid-January, is a low-cost subscription tier priced at $8 per month. Under this testing phase, subscribers to OpenAI’s paid plans—including its Plus, Pro, Business, Enterprise, and Education tiers—will not see ads, according to the company.

The testing follows recent criticism from rival company Anthropic, which ran Super Bowl ads on Sunday mocking the concept of advertising in artificial intelligence interfaces. In its television commercials, Anthropic poked fun at the idea of AI companies including ads by showing how poorly integrated ads could disrupt the consumer experience. The campaign prompted a sharp response from OpenAI CEO Sam Altman. Altman called the rival’s ads dishonest and labeled Anthropic an “authoritarian company.”

The transition to an ad-supported model comes amid broader consumer resistance to ads in AI responses. OpenAI previously faced backlash late last year when it tested app suggestions that resembled unwanted advertisements. To address concerns regarding how ads might affect the user experience, OpenAI has maintained that ads do not influence ChatGPT responses and that user conversations will remain private from advertisers. The company stated that its goal is to use ads to support broader access to more powerful features while maintaining user trust.

In its testing, OpenAI has tried matching ads to users based on the subject of their conversations, past chats, and previous ad interactions. For example, users researching recipes might see ads for grocery delivery services or meal kits. OpenAI stated that advertisers will not have access to individual user data, receiving only aggregate information about ad performance, such as views and clicks. Users will also be able to view their history of interactions with ads, clear it at any time, dismiss ads, share feedback, view why they were shown a specific ad, and manage their ad personalization settings.

Additionally, the company has established strict boundaries for the ad placements. Ads will not be shown to users under 18, nor will they be placed near sensitive or regulated topics such as health, politics, or mental health.

Why it matters

OpenAI is introducing advertising to generate revenue to cover its development and business growth costs. The move highlights the challenge of balancing financial sustainability against user concerns regarding the potential influence of advertising on AI-generated responses.