OpenAI is preparing to begin testing advertising on ChatGPT in the United States, marking a significant shift in how the company funds broader access to its AI tools. The ad trials, expected to roll out in the coming weeks, will apply only to logged-in adult users on the Free and Go tiers, while Pro, Business, and Enterprise subscriptions will remain ad-free.

The move is aimed at allowing more users to access ChatGPT with fewer usage limits or without paying, as OpenAI looks to diversify its revenue model without undermining user trust. The company said ads will be clearly labeled, separated from AI-generated answers, and placed at the bottom of responses only when a sponsored product or service is relevant to the ongoing conversation.

OpenAI stressed that advertising will not influence how ChatGPT responds to users. “Ads do not influence the answers ChatGPT gives you. Answers are optimized based on what’s most helpful to you. Ads are always separate and clearly labeled,” the company said, underscoring what it calls “answer independence” as a core principle.

Privacy protections are also central to the rollout. OpenAI said conversations will remain private, user data will not be sold to advertisers, and personalization can be turned off at any time. “We keep your conversations with ChatGPT private from advertisers, and we never sell your data to advertisers,” the company said. Users will also be able to dismiss ads, understand why they are being shown, and clear data used for advertising purposes.

During the initial testing phase, ads will not appear for users who indicate — or are predicted — to be under 18, and they will be excluded from sensitive or regulated topics such as health, mental health, and politics.

OpenAI framed advertising as a way to expand access while maintaining long-term user trust rather than maximizing engagement. “We do not optimize for time spent in ChatGPT. We prioritize user trust and user experience over revenue,” the company said.

Looking ahead, OpenAI sees conversational ads as an opportunity to make advertising more interactive and useful, potentially allowing users to ask follow-up questions directly within an ad experience. The company also highlighted the potential benefits for small businesses, saying AI-powered ads could help emerging brands compete and reach new audiences.

The company emphasized that ads are not launching immediately and will be refined based on user feedback once testing begins. While subscriptions and enterprise offerings remain a core part of OpenAI’s business, the company said ads can play a supporting role in “making intelligence more accessible to everyone” without compromising the trust that underpins ChatGPT’s widespread adoption.