OpenAI COO says ChatGPT ad rollout will be “iterative”

OpenAI started introducing ads to free and Go-tier users of ChatGPT in the U.S., marking a significant shift in its monetization strategy — and drawing scrutiny from competitors.

What’s happening. After signaling plans last month, OpenAI quietly rolled out ads to U.S.-based users earlier this month. The move comes amid rising competition, including high-profile marketing pushes from Anthropic.

What OpenAI says. Speaking at the India AI summit, COO Brad Lightcap described the rollout as “iterative,” emphasizing user trust and privacy. He said ads, if done right, can be “additive” to the product experience — but acknowledged the company is still in early testing and will need time to refine the model.

The backdrop. CEO Sam Altman recently sparred publicly with Anthropic over its Super Bowl ad campaign, defending OpenAI’s commitment to broad, free AI access. He argued that scale creates a “differently-shaped problem” for OpenAI compared to rivals with smaller user bases.

The money angle. Reports suggest OpenAI is charging premium rates — as high as $60 CPM — with minimum commitments reportedly starting around $200,000. Meanwhile, partners like Shopify are enabling merchants to advertise inside ChatGPT through Shop Campaigns, alongside early testers including Target and Adobe.

Between the lines. OpenAI is walking a tightrope: monetize its massive free user base without eroding trust — especially as privacy concerns and competitive pressures intensify.

The bottom line. Ads are now part of ChatGPT’s future. The question isn’t whether OpenAI will monetize — it’s whether it can do so without compromising the product experience that fuelled its growth.

Dig Deeper. OpenAI COO says ads will be ‘an iterative process’

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