OpenAI announced Monday that it will begin testing ads in the U.S. for users of its Free and Go subscription tiers.
The new Go plan was introduced globally in mid-January with a low-cost subscription of $8 per month in the US.
Subscribers to OpenAI’s paid plans (including Plus, Pro, Business, Enterprise, and Education tiers) will not see ads, the company said.
OpenAI attempts to address concerns about how ads impact user experience, stating in a blog post: “Ads have no impact on the answers ChatGPT provides, and we keep conversations with ChatGPT private to advertisers. Our goal is for ads to support broader access to more powerful ChatGPT features, while preserving the trust people place in ChatGPT for important personal tasks.”
The move, announced by the company last month, drew derision in a series of Super Bowl ads run by top rival Anthropic on Sunday.
In a TV commercial, Anthropic teased the idea that some AI companies like OpenAI will soon incorporate advertising, showing how poorly integrated advertising can disrupt the consumer experience. This was portrayed on-screen by a glass-eyed actor playing an AI chatbot offering advice along with targeted advertisements.
OpenAI CEO Sam Altman was very harsh about the jab, calling the advertising “disingenuous” and calling Anthropic an “authoritarian company.”
tech crunch event
boston, massachusetts
|
June 23, 2026
Consumers have traditionally resisted the idea that AI responses would include advertising. OpenAI faced backlash late last year when it tested app suggestions that looked like unwanted ads. Still, the AI company needs to generate revenue from its popular chatbot to cover the costs of developing the technology and growing the business.
Critics are understandably concerned that ads will influence ChatGPT answers. OpenAI denied this in a statement, saying that ads will be optimized based on “what is most useful to users.” The company says ads will always be clearly labeled as sponsored and will be distinguished from organic content.
In its tests, OpenAI attempted to match ads to users based on conversation subject matter, past chats, and previous ad interactions. For example, users researching recipes may see ads for grocery delivery services or meal kits, the company said. Advertisers will not have access to user data, OpenAI said, and will only aggregate information about ad performance, such as views and clicks.
Users can view their interaction history with ads and clear it at any time. Additionally, OpenAI says users can close ads, share feedback, see why an ad was shown, and manage ad personalization settings.
Ads will not be shown to users under 18. Additionally, ads won’t run near sensitive or regulated topics, such as health, politics, or mental health.
