OpenAI has begun rolling out ads within ChatGPT responses, with early data showing that ads now appear in roughly 1 in 5 queries on the free tier in the U.S., marking a significant shift in how AI platforms are monetised.
Initial testing across 500 questions on the mobile app found that ads typically show up at the bottom of responses as website link buttons. These ads are contextually aligned with the user’s query and appear more frequently in new conversation threads.
The types of ads vary widely, ranging from dog food and hotel bookings to productivity tools, streaming services, corporate credit cards, AI coding platforms, and sports tickets. Travel-related queries appear to trigger ads most often. For example, asking about a trip to Palm Springs surfaced a hotel booking ad with pre-filled search results.
A notable trend is the “poaching” dynamic. When users mention a specific brand—such as DoorDash or Netflix—the displayed ad may promote a competing service. This mirrors strategies long used in search advertising and is now extending into AI-driven platforms.
OpenAI has clarified that ads do not influence ChatGPT’s answers and that full conversation data is not shared with advertisers. Targeting is based on the topic of the query, previous interactions, and any stored memory preferences. Early signals suggest low ad dismissal rates and no measurable impact on user trust so far.
The move reflects a shift from earlier positioning. In 2024, CEO Sam Altman had described ads as “a last resort,” noting that combining ads with AI could feel “uniquely unsettling.” Despite this, OpenAI is now expanding the ad rollout beyond the U.S. to markets including Canada, Australia, and New Zealand.
The broader industry has yet to fully follow. Competing platforms like Google’s Gemini and Anthropic’s Claude do not currently feature in-response ads, though Google has indicated it may explore such formats in the future.
OpenAI’s approach could define how advertising evolves within AI interfaces. The balance between monetisation and user trust will likely determine whether this model becomes widely adopted or faces resistance.
Also read: Viksit Workforce for a Viksit Bharat
Do Follow: The Mainstream LinkedIn | The Mainstream Facebook | The Mainstream Youtube | The Mainstream Twitter
About us:
The Mainstream is a premier platform delivering the latest updates and informed perspectives across the technology business and cyber landscape. Built on research-driven, thought leadership and original intellectual property, The Mainstream also curates summits & conferences that convene decision makers to explore how technology reshapes industries and leadership. With a growing presence in India and globally across the Middle East, Africa, ASEAN, the USA, the UK and Australia, The Mainstream carries a vision to bring the latest happenings and insights to 8.2 billion people and to place technology at the centre of conversation for leaders navigating the future.
