OpenAI to test ads as ChatGPT Go expands across US
OpenAI has expanded its low-cost ChatGPT Go subscription to the US and said it plans to start testing advertising in ChatGPT for some users on free and Go tiers.
The company said ChatGPT Go now runs everywhere ChatGPT is available. It priced the service at USD $8 a month. OpenAI said Go includes expanded access to messaging, image creation, file uploads and memory.
OpenAI also set out plans to test ads in the US in the coming weeks. The test will cover logged-in adults using the free and Go tiers. The company said its Pro, Business and Enterprise subscriptions will not include ads.
Ad placement
OpenAI said it plans to show ads at the bottom of answers in ChatGPT when there is a relevant sponsored product or service based on a user's current conversation. It said ads will be clearly labelled and separated from the organic answer.
OpenAI said users will be able to learn more about why they are seeing an ad. It said users will also be able to dismiss any ad and provide a reason.
The company said it will not show ads in accounts where a user says they are under 18, or where OpenAI predicts the user is under 18. It also said ads are not eligible to appear near sensitive or regulated topics such as health, mental health or politics.
Ad principles
OpenAI said it would follow a set of principles as it introduces advertising into ChatGPT. Those principles include keeping ads separate from answers and not allowing ads to influence the responses that ChatGPT provides.
The company said it will keep conversations private from advertisers and that it will not sell user data to advertisers. It also said users will have choices over how their data is used, including an option to turn off personalisation and to clear data used for ads.
OpenAI said it will always offer a way for users not to see ads in ChatGPT, including a paid tier that is ad-free. It also said it does not optimise for time spent in ChatGPT and that it prioritises user trust and user experience over revenue.
In a statement setting out its approach, OpenAI described the changes as part of its effort to broaden access to its tools.
"In the coming weeks, we're also planning to start testing ads in the U.S. for the free and Go tiers, so more people can benefit from our tools with fewer usage limits or without having to pay," said OpenAI.
OpenAI also addressed concerns about advertising affecting the perceived neutrality of answers in conversational AI tools. The company said users should be able to trust that responses reflect what is objectively useful rather than advertising.
"That means you need to trust that ChatGPT's responses are driven by what's objectively useful, never by advertising," said OpenAI.
It also said conversations and user data would remain protected from advertisers.
"You need to know that your data and conversations are protected and never sold to advertisers," said OpenAI.
Product strategy
OpenAI positioned advertising as one part of a broader revenue strategy. It said its subscription and enterprise businesses are already strong and that it expects to maintain a mix of revenue sources.
The company said it will refine the way ads appear based on feedback. It also said it expects to develop additional ad experiences over time within a conversational interface.
OpenAI said it expects conversational formats to differ from conventional digital advertising formats such as static messages and links. It gave an example of ads that allow users to ask questions directly when considering a purchase.
"For example, soon you might see an ad and be able to directly ask the questions you need to make a purchase decision," said OpenAI.
OpenAI also said advertising could change how smaller firms and emerging brands reach potential customers through ChatGPT.
"Once we begin testing our first ad formats in the coming weeks and months, we look forward to getting people's feedback and ensuring that ads can support broad access to AI and keep the trust that makes ChatGPT valuable," said OpenAI.