OpenAI Weighs Ads Inside ChatGPT as It Searches for a Sustainable Revenue Model

OpenAI is exploring the possibility of introducing advertising into ChatGPT as it looks for new ways to monetise its hugely popular chatbot amid rising investor pressure to build a sustainable business, according to a report by The Information.

The company is in the early stages of evaluating potential ad formats and partnerships, with one option being the integration of ads directly into ChatGPT’s conversational responses.

While no final decisions have been made, ads are reportedly being viewed as a long-term revenue lever rather than a short-term experiment.

So far, OpenAI has relied primarily on subscriptions, charging $20 a month for its paid ChatGPT tier. However, the vast majority of its users remain on the free version. With the company spending heavily on training large language models, running real-time inference for millions of users and building out new data centre capacity, subscriptions alone are widely seen as insufficient to cover costs.

Instead of copying traditional digital advertising models used by Google or Meta, OpenAI is said to be considering what it internally calls “intent-based monetisation.”

Under this approach, ChatGPT could occasionally make product or service recommendations within relevant conversations. For example, a query about marathon training could include suggestions for running clinics, footwear or hydration gear, with OpenAI earning a commission or fee from resulting purchases.

The report also notes that OpenAI is experimenting with “generative ads,” in which ChatGPT would dynamically create ad copy tailored to context and user intent.

Another idea under consideration is allowing brands to sponsor specialised GPTs in the GPT store, such as a food brand sponsoring a recipe-focused chatbot.

A key challenge will be maintaining user trust. ChatGPT is widely perceived as a neutral assistant, and OpenAI executives are reportedly keen to ensure that any ads feel helpful rather than intrusive.

Striking that balance may prove difficult, but the potential reward is significant, with the global digital advertising market approaching the $1 trillion mark annually.