OpenAI announced on Monday that it is beginning to test advertisements for users in the United States on its Free and Go subscription tiers. The newer Go plan is a low-cost subscription priced at eight dollars per month in the U.S. and was introduced globally in mid-January. The company confirmed that subscribers to its paid plans, including Plus, Pro, Business, Enterprise, and Education tiers, will not see any ads.
In addressing concerns about how ads might affect the user experience, OpenAI stated that advertisements do not influence the answers ChatGPT provides, and user conversations are kept private from advertisers. The company’s stated goal is for ads to support broader access to more powerful ChatGPT features while maintaining the trust people place in the tool for important and personal tasks.
This move, which was announced last month, drew public ridicule from a top rival, Anthropic, during a series of Super Bowl ads that aired on Sunday. In its television commercials, Anthropic poked fun at the idea of AI companies integrating advertising by showing poorly targeted ads disrupting conversations with glassy-eyed AI chatbots.
OpenAI CEO Sam Altman reacted strongly to the jabs, calling the ads dishonest and labeling Anthropic an authoritarian company.
Consumer reception to ads in AI responses has been resistant. OpenAI faced a backlash late last year when it tested app suggestions that users perceived as unwanted advertisements. However, the AI company needs to generate revenue from its popular chatbot to cover the significant costs of developing its technology and growing the business.
Critics have expressed concern that ads could potentially influence ChatGPT’s answers, but OpenAI denies this possibility. The company states that ads will be optimized based on what is most helpful to the user, will always be clearly labeled as sponsored, and will be separated from organic content.
In its tests, OpenAI has experimented with matching ads to users based on conversation topics, past chats, and previous ad interactions. For example, a user researching recipes might see an advertisement for a grocery delivery service or a meal kit. OpenAI emphasized that advertisers will not have access to individual user data, only aggregate information about ad performance such as views and clicks.
Users will have control over their ad experience. They can view their history of interactions with ads and clear it at any time. Additionally, users can dismiss ads, share feedback, see why a particular ad was shown to them, and manage their ad personalization settings.
OpenAI has also implemented safeguards. Ads will not be shown to users under the age of eighteen. Furthermore, advertisements will not be placed near conversations on sensitive or regulated topics, such as health, politics, or mental health.