Credit: OpenAI.
OpenAI will test ads in ChatGPT in the US for the first time, introducing advertising to its free tier and ChatGPT Go subscription as it shifts towards ad-supported monetisation within generative AI.
Testing will start over the next few weeks for logged-in adult users on both the free tier and ChatGPT Go, OpenAI's $8 per month subscription tier which launched in India in August 2025 and has since expanded to 171 countries.
ChatGPT Go is now also available in Australia for $13 per month.
Ads will appear as "Sponsored" products and services at the bottom of ChatGPT answers, labelled and separated from organic responses. Users can ask questions directly to ads to assist with purchase decisions.
DoubleVerify CEO Mark Zagorski said the move mirrors Netflix's strategy of embracing advertising as a key revenue driver.
"This isn't surprising. It closely mirrors Netflix's rollout, where the company embraced an ad-supported model, ultimately turning it into a key revenue driver," Zagorski told AdNews.
"Done well, the introduction of ads into these experiences can be incredibly compelling for brands and for users who want free options to access content."
Go is OpenAI's fastest-growing subscription offering.
OpenAI said conversations will not be sold to advertisers and ads will not influence the AI's answers. Users can opt out of ad personalisation.
Ads will be restricted from users under 18 or alongside sensitive topics including health and politics. Paid tiers including Plus, Pro, Business and Enterprise will remain ad-free.
OpenAI said advertising is designed to curb subscription costs, ensuring the "personal super-assistant" remains accessible.
ChatGPT operates three global consumer subscription tiers: Go at $8 per month, Plus at $20 per month and Pro at $200 per month, with localised pricing in some markets.
Go provides expanded access to OpenAI's latest model, GPT-5.2 Instant, offering higher message limits, file uploads and image creation than the free tier, alongside longer memory and context.
Zagorski said trust and performance remain critical in any ad environment.
"And in any ad environment, trust and performance are critical and based on the principles they've outlined, it's clear they're thinking about that," he said.
DoubleVerify was one of the foundational ad measurement partners for Netflix's ad-supported tier, which launched in November 2022.
Spending on AI-powered search advertising is expected to surge to $26 billion by 2029 in the US from $1 billion in 2025, according to Emarketer.
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