OpenAI has begun internal testing of advertising capabilities within ChatGPT, introducing commercial content to an AI assistant that has operated ad-free since launching in late 2022.
A beta version of ChatGPT’s Android application contains code references that reveal the company is developing ad-related features, including search advertising and content promotion tools. The discovery comes as OpenAI expands its hiring for advertising infrastructure positions.
The company has not publicly announced plans to launch ads or provided a timeline for any potential rollout. Industry observers suggest advertising could debut as early as 2026, though this remains unconfirmed.
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OpenAI’s move toward advertising follows months of internal discussions about revenue diversification. The company currently generates income primarily through subscription plans, which convert approximately 4% of its user base. ChatGPT serves an estimated 700 million people weekly.
Former Meta executive Fidji Simo, who now leads OpenAI’s applications division, is overseeing the advertising initiative. Her background includes building Meta’s advertising business.
If implemented, ads would likely appear as contextual suggestions during shopping or product-related queries rather than traditional banner advertisements. Free-tier users would see the ads, while paid subscribers would maintain an ad-free experience.
The development represents a reversal from earlier statements by OpenAI Chief Executive Sam Altman, who previously described combining advertising with AI as a last-resort business model.
OpenAI faces pressure to increase revenue as it invests heavily in computing infrastructure and model development. The company reportedly spends billions annually on operations while seeking additional funding to support expansion.
Read: HSBC Warns OpenAI Needs $207B More by 2030 Even With $200B-Plus Revenue Forecast
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