According to recent reports, OpenAI is actively testing ad formats inside ChatGPT and is targeting an official launch in 2026 — a move to monetise its huge user base amid growing financial pressure.
According to The Information, OpenAI is testing sponsored content integrated directly into ChatGPT’s answers, as well as ad modules displayed alongside main answers. In one test scenario, when users seek make-up advice, a suggestion for a beauty product from a brand such as Sephora could appear in the answer. Another approach is to show ads only when the user shows more interest — for example, by clicking on a location in a travel itinerary.
The ad push comes only weeks after OpenAI CEO Sam Altman declared a “code red” in early December, temporarily pausing ad development and some other initiatives to focus on improving ChatGPT’s core performance. An internal memo sent to staff on 1–2 December cited competitive pressure from Google, especially after Google’s Gemini AI overtook OpenAI on industry benchmarks.
Financial imperatives and the move to monetisation
Despite around 800 million weekly active users, OpenAI has only 35 million paying subscribers and faces strong pressure to diversify revenue. The company had about USD 4.3 billion in revenue in the first half of 2025 but spent USD 2.5 billion in the same period and is not yet profitable. According to leaked internal documents, ads are projected to generate about USD 1 billion from 2026, rising to nearly USD 25 billion by 2029. These projections come as OpenAI plans to invest about USD 115 billion in infrastructure by 2029.
OpenAI CFO Sarah Friar has confirmed the company is “exploring an ad model” and has hired advertising specialists from companies such as Meta and Google. In December 2024, however, Friar told the Financial Times that OpenAI had “no active plans to pursue advertising” at that time, while noting it was considering future revenue paths.
Balancing growth and user trust
OpenAI’s main challenge is introducing ads without losing user trust. In December 2025, after user backlash, the company temporarily removed a shopping feature that many considered too aggressive. Sam Altman has stressed that any ad model must be designed to preserve user trust and not harm ChatGPT’s integrity. According to internal sources, “the goal is for ads to be as unobtrusive as possible while maintaining user trust.”
OpenAI intends ads to make up at most 20% of revenue, although Altman has said ads are not the company’s “biggest revenue opportunity”. Postponing ad plans to focus on product quality reflects OpenAI’s effort to balance immediate financial needs with its long-term competitive position as companies such as Google and Anthropic intensify competition in AI.
