OpenAI has started testing a new feature inside ChatGPT that could change how some users experience the platform. The company confirmed that a limited rollout has begun, with early feedback expected to shape future expansion and refinements.
OpenAI begins ChatGPT ad testing with privacy safeguards
The test currently applies to logged-in adult users in the US who are on the Free and Go subscription tiers. Paid plans such as Plus, Pro, Business, Enterprise and Education will remain ad-free. According to OpenAI, advertisements will appear as clearly labelled sponsored placements that are visually separated from normal responses to avoid confusion. The company says answers generated by ChatGPT will remain independent and will not be influenced by advertisers.
During the trial phase, ads are matched with conversation topics, previous chats and past ad interactions to improve relevance. For example, someone discussing cooking ideas may see promotions related to food or grocery services. However, advertisers do not receive access to individual conversations or personal details, as OpenAI states that only aggregated performance data such as views and clicks is shared.
OpenAI says introducing ads helps support infrastructure costs and enables broader access to advanced AI features, especially for lower-cost or free users. The Go plan in the US costs $8 per month, positioning it as an affordable subscription alongside the free tier. Users who prefer an ad-free experience can switch to higher-tier subscriptions or opt out of ads with certain usage limitations.
The move has also sparked reactions within the AI industry, including criticism from competitors questioning how ads might affect user trust. OpenAI maintains that safeguards are in place, including restrictions preventing ads from appearing near sensitive topics such as health, politics or mental health. Users will also have control over ad settings, including dismissal options, feedback tools and the ability to manage personalisation preferences.
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