Chat GPT is Testing Ads in the US: Here's What We Know

Recently, OpenAI dropped a bit of a bombshell: ChatGPT is about to start testing ads in the US, across its Free and Go tiers. If you work in advertising, marketing, or anything vaguely adjacent, your ears probably pricked up. A brand-new platform. A brand-new way to show up. And a whole new type of attention to win. 

Let’s talk through what we know. 

The Facts

Here’s what OpenAI has confirmed so far:

• Ads will be tested in the US only, and only on Free and Go ($8/month) plans - Pro, Plus, Business, and Enterprise will stay ad-free
• Only logged-in adults (18+) will be eligible
• Ads won’t influence ChatGPT’s answers
• User conversations won’t be sold to advertisers
• Users can clear ad data whenever they like.

As things stand, ads will appear at the bottom of responses, triggered by relevant moments in a conversation. Think basic image and text ads. But it’s likely that that’s only the beginning. 

Where It Gets Interesting

ChatGPT isn’t a search engine - it’s a conversation. Over time, we could see interactive ads that users can actually converse with - asking questions, comparing options, getting clarity before they buy. If that sounds powerful, it’s because it is. 

The Big Unknowns

There are still a couple of big questions hanging in the air. 

1. How will ads actually be served? 

There are two front-runners here: 

• The Microsoft route - Microsoft owns 27% of OpenAI (as of October 2025), so Microsoft Ads feels like the obvious candidate. If that’s the case, this won’t feel entirely unfamiliar, and puts Genie in a strong position thanks to our partnership with Diginius, one of Microsoft’s key partners. 
• The OpenAI route - OpenAI could launch its own ad platform. 

2. When will this hit the UK? 

In short, we don’t know yet. The US is testing rolling out ads over the next few weeks. If it goes well, a UK launch could follow sooner than we think. That said, regulation has a habit of slowing things down, so 2027 is a likely option. 

Either way, Genie will be watching.

The Bigger Picture

Reading between the lines, there is a lot to be excited about - this new development offers a potential new traffic and revenue stream for advertisers. But there is still a long way to go. 

Meanwhile, Google’s Gemini is slowly but surely eating into ChatGPT’s market share month after month. New tools like DeepResearch or Nano Banana, as well as the release of AI Mode (powered by Gemini) mean that more people are turning toward Google’s generative AI ecosystem. And unlike OpenAI, Google isn’t in a rush to monetise the platform just yet.

Our Take

We’re excited, but we’re not throwing the strategy out the window just yet. There’s a lot of hype flying around, but this announcement shouldn’t change your plans. Instead, use it as an opportunity to open conversations with your board and senior stakeholders. Now is the time to start discussing future budgets so we can be an early adopter when the time comes.

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