OpenAI 将在未来数周内开始测试在 ChatGPT 中投放广告，首批测试在美国进行，随后扩展至全球。广告将仅出现在聊天回答下方的独立标注区域，不会影响模型回复内容。广告面向免费用户和每月 8 美元的 Go 订阅用户；Plus、Pro 和 Enterprise 用户不会看到广告。ChatGPT 目前拥有超过 8 亿周活跃用户，其中大多数从未付费，这一规模使广告商业化几乎不可避免。
在数据与定向方面，OpenAI 表示不会向广告商出售用户数据，也不会开放聊天内容。广告商只能看到聚合指标，例如展示次数和点击量。广告匹配将基于对话主题，并可能使用部分个性化数据，但用户可单独关闭用于广告的数据，而不影响其他个性化功能。OpenAI 强调，健康、心理健康和政治等敏感或受监管话题不会出现广告，并将通过用户自报或即将推出的年龄预测模型，避免向 18 岁以下用户展示广告。
商业压力是这一转向的重要背景。OpenAI 成立约 10 年，累计融资约 640 亿美元，而去年的收入仅为其中一小部分；来自 Google Gemini 等竞争对手的压力正在加大。公司高层表示，广告有助于支持更强大的 AI 能力，同时不以“使用时长”作为优化目标，而是优先考虑用户信任与体验。尽管当前仅为试点，随着广告形态可能走向更互动化，OpenAI 面临的核心挑战是在规模化变现的同时避免损害用户体验。
OpenAI will begin testing ads in ChatGPT in the coming weeks, starting in the United States and later expanding globally. Ads will appear only in clearly labeled boxes below chatbot responses and will not influence the answers themselves. Ads will be shown to free users and subscribers to the $8-per-month Go tier, while Plus, Pro, and Enterprise users will remain ad-free. ChatGPT now has more than 800 million weekly active users, most of whom do not pay, making advertising at this scale largely inevitable.
On data and targeting, OpenAI says it will not sell user data or expose conversations to advertisers. Advertisers will see only aggregate metrics such as impressions and clicks. Ads will be matched to conversation topics and may use limited personalization data, but users can disable data used for ads without turning off other personalization features. OpenAI says ads will never appear in sensitive or regulated conversations such as health, mental health, or politics, and it will avoid serving ads to users under 18 using self-reported age or an upcoming age-prediction model.
Commercial pressure underpins the shift. OpenAI, roughly a decade old, has raised about $64 billion and generated only a fraction of that in revenue last year, while competition from Google Gemini intensifies. Executives argue ads can help fund more powerful AI without optimizing for time spent, prioritizing trust and user experience instead. Although the rollout is a trial, and ads may become more interactive over time, the central challenge will be monetizing at scale without degrading the product.