OpenAI is extending its advertising pilot for ChatGPT beyond the US, with Australia and New Zealand next in line as the company looks to scale ad-supported access while maintaining user trust.
The move follows early testing in the US, where ads are currently shown to logged-in adult users on the Free and Go tiers, with no ads appearing on the Plus, Pro, Business, Enterprise, or Education plans.
Ads without influence
OpenAI said ads will not influence ChatGPT’s answers, with clear separation between sponsored content and organic responses.
“ChatGPT’s answers remain independent and unbiased,” the company said, adding that ads are labelled and visually distinct from responses.
Ad placements will be matched to conversation topics and user interactions, but advertisers will not have access to individual chats, personal data or conversation history.
Instead, advertisers receive only aggregated performance data such as impressions and clicks.
Privacy and control at the core
The rollout includes safeguards to protect user privacy and experience.
Ads will not be shown to users under 18 and will not appear alongside sensitive topics such as health, mental health or politics.
Users will also have control over their ad experience, including the ability to dismiss ads, manage personalisation settings and delete ad data.
Funding free access
OpenAI said the introduction of ads is designed to support broader access to ChatGPT, particularly as infrastructure and development costs continue to grow.
“Ads help fund that work, supporting broader access to AI through higher quality free and low-cost options,” the company said.
If users prefer not to see ads, they can upgrade to paid tiers or opt out in exchange for reduced usage limits.
Early signals and next phase
OpenAI said early results from the pilot have been encouraging, with no impact on trust metrics and low ad dismissal rates.
The company will now expand testing across new markets, starting with Australia, Canada and New Zealand, with further global rollout expected later this year.
“Our focus with this test is learning,” OpenAI said, noting it will continue refining ad formats, relevance and safeguards based on user feedback.
The expansion signals a broader shift toward conversational advertising, in which ads are integrated into user-intent-driven experiences rather than traditional interruptive formats.
Top Image: OpenAI