OpenAI is expanding advertising in ChatGPT for users on its lower-cost plans in the United States. The company said ads are being rolled out for logged-in adult users on the Free and Go tiers, while paid plans such as Plus, Pro, Business, Enterprise, and Education will remain without ads.
At the same time, OpenAI said the change is part of a phased test as it adds another source of revenue while keeping access open on lower-priced options.
OpenAI said it began testing ads in ChatGPT in the United States on February 9, 2026. The company limited the early rollout to logged-in adult users on the Free and Go plans. It also said the expansion would continue gradually as it reviews feedback and product performance.
The company later said it plans to widen the ad program across those lower-cost tiers in the US. As a result, more users on Free and Go are expected to see sponsored placements inside ChatGPT. However, OpenAI kept its premium and business subscriptions outside the test.
OpenAI also linked the ad rollout to broader access. According to the company, ads are intended to help support free and affordable use of ChatGPT. Meanwhile, users who prefer an ad-free experience can stay on higher-tier plans that are not part of the program.
OpenAI said ads in ChatGPT will be “clearly labeled as sponsored” and kept separate from the main response. In addition, the company said the first format places ads at the bottom of answers when a sponsored product or service matches the topic of the conversation.
The company also said ads will not influence ChatGPT’s answers. OpenAI stated that conversations remain private from advertisers, and it said advertisers receive performance information such as views and clicks rather than personal chat content. Furthermore, users can dismiss ads and share feedback on what they see.
OpenAI added limits around eligibility and placement during the test. Ads will not appear on accounts where the company is told, or predicts, the user is under 18. It also said ads will not be shown next to sensitive or regulated topics during the initial phase.
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Criteo said on March 2, 2026, that it had joined OpenAI’s advertising pilot in ChatGPT. The company said the integration allows brands to use Criteo’s digital advertising platform as part of the pilot. That move adds an outside ad technology partner to the program as OpenAI expands testing.
At the same time, OpenAI has launched an advertiser page that presents ChatGPT as a place where businesses can connect with users during active research and decision-making. The company said it is exploring advertising as a channel for commercial discovery inside conversations.
OpenAI has also described ads as part of a wider business model that includes subscriptions, API services, commerce, and compute. In that framework, advertising sits alongside other revenue lines as the company responds to growing usage across ChatGPT. As the rollout continues, the Free and Go plans remain the focus of the current US test.