OpenAI has announced that it will begin testing the integration of advertisements into its widely used ChatGPT platform, representing a significant shift in the company’s revenue strategy.

The tests, scheduled to roll out in the United States in the coming weeks, will place clearly labeled ads at the bottom of responses for users of the free tier and the newly positioned ChatGPT Go subscription, while paid tiers such as ChatGPT Plus, Pro, Business and Enterprise will remain ad-free.

OpenAI emphasises that ads will be distinctly separated from the chatbot’s replies and will not influence its answers, and that it will not sell personal conversational data to third-party advertisers.

The company’s published principles also promise users control over ad personalisation and the ability to dismiss or learn why specific ads are shown.

The initial advertising tests are framed as a way to diversify revenue beyond subscription income and support the infrastructure demands of large-scale artificial intelligence development, with OpenAI stating that ad placements will be relevant to the context of a user’s conversation and will exclude sensitive areas such as health, mental health and political content.

The pilot initiative comes amid broader industry moves by competitors to explore advertising in AI services, and reflects OpenAI’s attempt to balance financial sustainability with user trust and privacy protections as it seeks to monetise the hundreds of millions of weekly users who do not currently pay for premium access.

This planned testing follows earlier internal preparations and code discoveries indicating the company’s intent to build ad-serving capabilities within its chatbot ecosystem.

The timing of the roll-out aligns with OpenAI’s launch of the global ChatGPT Go subscription, aimed at users seeking expanded capabilities at a lower price point than more advanced paid tiers, and highlights the company’s broader strategic focus on sustainable monetisation.