Artificial Intelligence (AI)
OpenAI announced that it will begin displaying ads on ChatGPT to free users in the United States in the coming weeks, as part of a strategy to fund the rising costs of developing, operating, and expanding artificial intelligence infrastructure.
This move marks a significant shift in the company’s monetization model, which until now relied primarily on paid subscriptions. According to OpenAI, ads will only be displayed to users on the free plan and the more affordable Go plan, which is expanding globally.
The company stated that the ads will not influence ChatGPT responses and will be independent of the system’s operation. Users of the Plus, Pro, Business, and Enterprise plans will not see advertising, maintaining an ad-free experience at these subscription levels.
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The introduction of advertising represents a strategic inflection point for OpenAI, which is under pressure to increase revenue in the face of rising operating costs.
The development and manutenção Advanced AI systems require significant investments, especially in data centers.
The startup announced plans to invest over $1 trillion in artificial intelligence infrastructure by 2030, although it did not detail how it intends to finance this amount.
The search for new revenue streams comes as the company prepares for a widely anticipated initial public offering.
Analysts believe that advertising could become a significant source of revenue, considering that ChatGPT registers around 800 million weekly active users.
At the same time, there is a risk of rejection from users if the implementation is perceived as invasive.
Experts warn that how ads are integrated into the platform will be crucial to public acceptance. If they seem clumsy or opportunistic, users can easily switch to competing chatbots, such as Google’s Gemini or Anthropic’s Claude.
Jeremy Goldman, an analyst at eMarketer, stated that the decision may pressure competitors to clarify their own monetization strategies, especially those that position themselves as ad-free services. The chatbot market continues to expand rapidly and faces increasing competition.
For OpenAI, the challenge will be balancing revenue generation and user retention. Poor execution could accelerate migration to alternative platforms, while a careful approach could sustain the company’s financial growth.
According to a statement from the startup, the ads will be tested at the bottom of ChatGPT responses, whenever there is a sponsored product or service considered relevant based on the user’s current conversation.
The company emphasized that this criterion will not affect the content of the responses.
OpenAI also stated that it will not display ads to users under 18 and will block advertising related to sensitive topics such as health and politics. The company reiterated that user conversations will not be shared with marketers.
These guidelines aim to preserve public trust, which the company has identified as a priority. The separation between conversation data and advertising systems was presented as a cornerstone of the announced implementation.
The ChatGPT Go plan, initially launched in India, will soon be available in the United States for $8 per month. OpenAI sees the plan as a way to attract new users by offering a cheaper alternative to traditional subscriptions.
The strategy reserves the ad-free experience for users willing to pay more, creating clear segmentation by price and features.
The model follows trends seen on other digital platforms, which combine free versions with advertising and paid plans without ads.
For advertisers, the bet is on the potential of artificial intelligence to improve recommendation systems and make ads more relevant.
There is optimism that AI can improve performance and return compared to traditional formats, although the outcome still depends on end-user acceptance.
For OpenAI, advertising represents both an opportunity to finance high costs and a strategic risk in a saturated market. If implemented well, ads can support the development of the next generation of AI systems.
If poorly managed, however, they can compromise the user experience and accelerate migration to rapidly growing competitors. The balance between revenue, trust, and usability will be central to the success of this new phase of the platform, even with the massive investments planned.
Journalist specializing in a wide variety of topics, including automobiles, technology, politics, the shipbuilding industry, geopolitics, renewable energy, and economics. I’ve been working since 2015, with prominent publications on major news portals. My degree in Information Technology Management from the Faculty of Petrolina (Facape) adds a unique technical perspective to my analysis and reporting. With over 10 articles published in renowned publications, I always strive to provide readers with detailed information and relevant insights.
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