The first ads in ChatGPT demonstrate the potential of new ad formats

Recently, ads have begun appearing within ChatGPT’s chat interface for the first time—primarily for users of the free version. This marks a shift toward a model already familiar from search engines and social networks.

Until now, ChatGPT has primarily relied on paid subscriptions as a source of revenue. However, in order to remain economically viable in the long term and continue to scale, advertising was introduced as an additional monetization strategy. Initial tests and pilot projects had already indicated that this step was in the works.

Earlier this year, OpenAI announced the introduction of advertising. We’ve summarized the key details for you here.

A New Revenue Stream for OpenAI

What’s behind this? Primarily economic pressure. Developing and operating modern AI models incurs enormous costs, which is why OpenAI is increasingly reliant on new monetization models. Advertising was long considered a “last resort”, but is now being strategically used to finance growth.

Success was not long in coming: Just a few weeks after the launch of the advertising pilot program, ChatGPT reached an estimated annual revenue of over 100 million euros. At the same time, according to an article by BornCity, more than 600 advertisers have participated—a clear sign of the enormous interest in the new channel.

Advertising directly within the conversational context

A key difference from traditional online advertising lies in the placement: ads appear directly within the conversational context. In terms of content, the ad is based on the user’s previous query, so that it appears thematically relevant and like supplementary information.

Clear labeling is intended to ensure that users can distinguish between neutral responses and advertising content. Unlike traditional banner ads, it interrupts the flow of reading less significantly and is instead embedded within the dialogue. This creates a new form of engagement that is more personalized and context-specific

Criticism: Relevance and Added Value Still Limited

Despite the strong start, there is also skepticism. Initial analyses show that many of the ads currently being displayed offer little added value and are not always relevant to the user’s query. The central risk remains: trust. Experts warn that any form of influence by advertisers could jeopardize the AI’s credibility. OpenAI therefore emphasizes that ads should not influence the generated responses and that sensitive topics will remain ad-free.