Testing ads in ChatGPT

Update on May 7, 2026: In the coming weeks, we plan to expand the ads pilot in ChatGPT in the United Kingdom, Mexico, Brazil, Japan, and South Korea.

These pilots will help us understand what works well in different regions, so we can continue improving the experience as we expand.

If you’re a business and interested in advertising in ChatGPT in these new markets, visit openai.com/advertisers/⁠⁠ to sign up for more updates.

Update on March 26, 2026: Our ads pilot is focused on supporting broader access to ChatGPT while preserving consumer trust, usefulness, and user control. Guided by our ads principles⁠, the early results are encouraging. We’re seeing no impact on consumer trust metrics, low dismissal rates of ads, and ongoing improvements in the relevance of ads as we learn from feedback. These positive signals support moving into the next phase of our pilot.

In the coming weeks, we’ll begin expanding beyond the U.S., starting with pilots in Canada, Australia, and New Zealand. We’ll roll this out thoughtfully in each market, learn from real-world usage, and adjust as we go. Our hope is to continue to expand to many more markets this year.  

If you’re a business and interested in advertising in ChatGPT in these new markets, visit openai.com/advertisers/⁠ to sign up for more updates.

As we expand our pilot, our core principles remain the same: ChatGPT’s answers remain independent and unbiased, conversations stay private, and people keep meaningful control over their experience.

Originally published on February 9, 2026

Today, we’re beginning to test ads in ChatGPT in the U.S. The test will be for logged-in adult users on the Free and Go subscription tiers. Plus, Pro, Business, Enterprise, and Education tiers will not have ads. Ads do not influence the answers ChatGPT gives you, and we keep your conversations with ChatGPT private from advertisers. Our goal is for ads to support broader access to more powerful ChatGPT features while maintaining the trust people place in ChatGPT for important and personal tasks. We’re starting with a test to learn, listen, and make sure we get the experience right.

We previously shared the principles⁠ that guide our approach for advertising in ChatGPT. This test puts those principles into practice so we can begin learning from real-world use:

ChatGPT is used by hundreds of millions of people for learning, work, and everyday decisions. Keeping the Free and Go tiers fast and reliable requires significant infrastructure and ongoing investment. Ads help fund that work, supporting broader access to AI through higher quality free and low cost options, and enabling us to keep improving the intelligence and capabilities we offer over time. If you prefer not to see ads, you can upgrade to our Plus or Pro plans, or opt out of ads in the Free tier in exchange for fewer daily free messages.

Ads do not influence the answers ChatGPT gives you. Answers are optimized based on what’s most helpful to you. When you see an ad, they are always clearly labeled as sponsored and visually separated from the organic answer.

During the test, we decide which ad to show by matching ads submitted by advertisers with the topic of your conversation, your past chats, and past interactions with ads. For example, if you're researching recipes, you may see ads for meal kits or grocery delivery. If there are multiple advertisers, we'll select the one that is most relevant to your chat to show you first.

Ads are designed to respect your privacy. Advertisers do not have access to your chats, chat history, memories, or personal details. Advertisers only receive aggregate information about how their ads perform such as number of views or clicks.

During our test, we will not show ads in accounts where the user tells us or we predict that they are under 18, and ads are not eligible to appear near sensitive or regulated topics like health, mental health or politics. We’ll expand responsibly as safeguards mature and we learn from this test.

As we evolve our advertising program over time, protecting user privacy and safety will remain central to how we design and scale, including guardrails to prevent narrow ads targeting. We will continue to be deliberate about who we allow into the advertiser program and build protections to reduce the risk of scams and other harmful or misleading ads.

You can control the ads you see in ChatGPT, including dismissing ads, sharing feedback, learning how and why you’re being shown a particular ad, deleting your ad data with one tap, and managing ad personalization at any time.

People often use ChatGPT when they’re actively exploring options, comparing ideas, or working toward a decision. In those moments, ads can help people discover relevant products or services they’ll love from businesses of all sizes. We’ll use early ad performance and feedback to keep improving relevance, while always maintaining a clear separation between ads and ChatGPT’s answers and keeping your data private.

More broadly, we see an opportunity for advertising in ChatGPT to be uniquely valuable for people. In a conversational interface, ads can be more relevant and useful, connecting people to new products and services that fit naturally with what they’re trying to do.

Our focus with this test is learning. We’re paying close attention to feedback so we can make sure ads feel useful and fit naturally into the ChatGPT experience before expanding.

For businesses, we are just beginning to explore the ways different types of organizations can participate in the ChatGPT experience in an additive way. Over time, we will evolve our advertising program to support additional formats, objectives and buying models and build new ways for businesses to interact with consumers in ChatGPT. If you're a business and interested in advertising in ChatGPT, visit openai.com/advertisers⁠ to sign up for more updates.

What will always remain true: ChatGPT’s answers remain independent and unbiased, conversations stay private, and people keep meaningful control over their experience.