OpenAI details how ads will work in ChatGPT

In a conversation on the OpenAI podcast, host Andrew Maine spoke with OpenAI executive Assad Awan, who detailed how ads will roll out in ChatGPT, who will see them and how the company plans to protect user trust.

Who will see ads:

• Ads will appear for Free and Go tier users
• Plus, Pro and Enterprise subscribers won’t see ads
• Enterprise workspaces will remain fully ad-free

The guardrails: Awan emphasized that OpenAI is structuring ads around strict trust principles:

• Separation: Ads are visually and technically separate from model answers
• Privacy: Conversations aren’t shared with advertisers
• Sensitive topics: Health, politics and other sensitive chats won’t show ads
• Controls: Users can adjust or turn off personalization — or upgrade to remove ads

According to Awan, the model itself doesn’t know when ads are present and can’t reference them unless a user explicitly asks about one.

Zoom in. OpenAI internally prioritizes user trust over user value, advertiser value and revenue, Awan said — a framework meant to prevent ads from shaping how the model responds.

For small businesses. Awan described a future where AI acts as an advertising agent, helping small businesses run campaigns by describing goals in plain language rather than managing complex dashboards.

Why we care. ChatGPT ads could open a new, high-intent channel where businesses reach users during active conversations and decision-making moments. The platform’s focus on relevance, AI-driven matching and agent-style campaign tools could lower the barrier to entry for small and midsize advertisers while improving performance for larger brands.

If OpenAI succeeds in building a trusted ad environment, it may reshape how advertisers think about discovery and customer engagement in AI-driven interfaces.

What’s next. Early ad tests will be conservative, focusing on usefulness and relevance over volume as OpenAI refines formats and placement.

The big picture. Through advertising, OpenAI is aiming to scale ChatGPT access while maintaining a trust-first design — a balance the company says is central to its long-term strategy.

Dig deeper. Watch full interview with Assad Awan

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