ChatGPT’s new adverts: what it means for users and businesses
The arrival of adverts in ChatGPT
OpenAI has confirmed that advertisements will begin appearing for some ChatGPT users as part of a trial launching first in the United States. This change affects users on the free tier and those subscribed to ChatGPT Go, a new lower‑cost plan priced at $8 per month and now rolling out globally. According to the BBC, the adverts will appear at the top of responses and will be shown as banner‑style placements linked to the user’s prompt.
For example, a query about places to visit an area on holiday may lead to a sponsored tourism adverts appearing immediately after ChatGPT’s answer. OpenAI says adverts will not influence ChatGPT’s responses, and it will not share conversation data with advertisers, emphasising that the goal is to make the tool more accessible with fewer usage limits.
Why OpenAI is shifting toward advertising
The move towards advertising comes amid significant financial pressure. OpenAI operated at a loss of around $8 billion (£5.98 billion) in the first six months of 2025, with only 5% of its 800 million users paying for a subscription. While ChatGPT’s growth has been enormous, the company is still not profitable and must seek reliable revenue beyond subscriptions. Advertising, which has underpinned the internet economy for decades, presents a predictable income source.
How the new subscription structure fits in
ChatGPT Go, introduced in India in 2025 and now expanded globally, while sitting beneath the existing paid tiers. Plus at $20 per month and Pro at $200 per month. Free and Go users will see adverts as part of the trial, while Plus and Pro users will continue to enjoy an ad‑free experience.
This creates a more tiered ecosystem where advertising effectively becomes the trade‑off for cheaper access. Other AI firms, including Perplexity, have explored similar commercial paths, while Google has publicly denied reports that its Gemini tool will adopt advertising in 2026.
A new marketing opportunity for businesses
From a marketing perspective, the introduction of adverts to ChatGPT opens a significant new channel. ChatGPT queries often reflect extremely high intent users seeking recommendations, exploring options or comparing products. Sponsored messages placed in direct response to these prompts could become one of the most powerful forms of contextual advertising available.
Brands able to position themselves early may benefit from unusually precise visibility: ads triggered by specific enquiries, shown at the exact moment a user is researching a relevant topic. This could reshape how businesses approach digital advertising, presenting opportunities for customer acquisition and brand exposure in a conversational environment.
How this may change the user experience
Despite the potential commercial benefits, the introduction of adverts also raises concerns about usability. ChatGPT has traditionally offered a clean, uncluttered interface, and the arrival of banner‑style adverts, even if clearly labelled, may alter how users perceive it. Trust has always been central to the success of conversational AI.
Although OpenAI ensures that advertisements do not influence responses, the presence of sponsored content may still affect user confidence, particularly for those using ChatGPT for sensitive or strategic tasks. This shift mirrors broader trends as AI platforms increasingly adopt commercial models similar to established tech giants.
Why businesses should consider private AI systems
With advertising becoming part of mainstream AI tools, organisations may wish to reassess their dependency on public platforms. Private AI systems offer an ad‑free, controlled environment where data, workflows and output quality remain entirely under the organisation’s oversight.
Bespoke AI deployments, whether internal assistants, custom‑trained large‑language models or integrated automation tools, provide consistency unaffected by commercial decisions made by external providers. As the AI landscape continues to evolve, businesses seeking stability and precision may find substantial value in adopting custom solutions or by finding guidance from experts.
If you’re exploring an ad‑free, tailored AI system for your organisation, Shoothill’s AI team can help you design and deploy a solution that avoids the constraints of public platforms while delivering powerful, reliable performance.
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