OpenAI Plans a Wider ChatGPT Ads Rollout
OpenAI has told advertising agencies it plans to extend advertisements to all ChatGPT users on the free tier and the lower-cost Go plan in the United States within the coming weeks. The update, reported by The Information and cited by Reuters, signals a major step up from the company’s earlier, more limited testing phase.
Until now, the advertising effort had only reached a small share of ChatGPT’s overall audience. Expanding it to all users on those lower-priced tiers would significantly broaden the reach of the program and move it beyond a tightly controlled pilot.
From ChatGPT Ad Pilot to Broader Deployment
When the ChatGPT Ads Test Began
OpenAI first said in January 2026 that it planned to test ads. The pilot formally started on February 9 and applied to logged-in adult users in the United States using the free plan or the $8-per-month Go subscription.
Users on higher-priced plans, including Plus, Pro, Business, Enterprise, and Education, have not been shown ads.
Early Advertising Partners and Brand Participation
The test drew early involvement from major agencies such as Dentsu, Omnicom, and WPP. Among the first group of advertisers were brands including Target, Ford, Adobe, Expedia, and Best Buy.
Brands buying directly through OpenAI were asked to commit at least $200,000, with pricing set at a $60 cost per thousand impressions. On March 2, Criteo became the first ad-tech company to connect with the pilot, giving advertisers a way to access ChatGPT inventory through its existing platform.
Slow ChatGPT Ad Rollout Frustrates Some Advertisers
Limited Reach Despite Strong Brand Commitments
Even with large spending commitments from participating brands, the rollout has moved more slowly than many in the advertising industry expected. By mid-March, ads had reached only about 5% of ChatGPT’s mobile users, according to Sensor Tower data cited across multiple reports.
CNBC reported on March 20 that some ad partners had become frustrated with the pace of expansion. According to the same reporting, OpenAI had spent very little of some brands’ budgets so far.
Growing Ad Volume and More Brands Joining
Even with that slower pace, activity on the platform has increased sharply. Ad volume rose by about 600% from the beginning of March to the middle of the month. More than 100 brands have advertised on ChatGPT, and 44% of those advertisers have been retail companies.
Phillip Thune, CEO of Adthena, told Business Insider that his firm works with more than 50 clients involved in the trial and questioned when ChatGPT would begin spending their money. That comment captured a broader sense of impatience among some advertisers waiting for the rollout to scale.
OpenAI’s Approach to Ads, Privacy, and User Trust
OpenAI Says Ads Will Not Affect Responses
OpenAI has said that ads will not shape or influence ChatGPT’s responses. The company has also emphasized that user conversations remain private.
An OpenAI spokesperson told Business Insider that the testing remains early and that the company is being careful and deliberate about how it expands the program. That measured approach reflects the fact that ChatGPT is seen as a trusted and often personal environment for users.
Advertiser Feedback on Early Performance
Not every response from advertisers has been negative. William Swayne, global practice president at Dentsu, said he was pleased with the early performance signals, though he also said he wants more options for ad customization.
That feedback points to the tension at the center of the rollout: advertisers want more scale and more control, while OpenAI appears focused on moving carefully in a product people use in a personal way.
Why the Expansion Could Matter for Digital Advertising
ChatGPT now has more than 800 million weekly active users, and an estimated 90% of them are on the free tier. Expanding ads to all free users and Go subscribers in the United States could open up one of the largest new advertising audiences in digital media.
Whether that opportunity fully develops will depend on whether OpenAI can meet demand from advertisers that are ready to spend while still keeping the experience measured and controlled.