ChatGPT could show ads like Google search in the future, suggests Sam Altman

ChatGPT

OpenAI CEO Sam Altman has suggested that ChatGPT might one day feature ads, similar to the way Google Search integrates advertising into its results. Speaking at the company’s DevDay event in San Francisco, Altman said that while OpenAI has no immediate plans to introduce advertisements, it could explore the idea if done in a way that benefits users and complements the product’s functionality.

Altman’s statement

During a Q&A session, Altman was asked whether OpenAI plans to monetise ChatGPT beyond subscriptions. He responded that he personally finds some ads “genuinely useful,” citing examples from Instagram and Google Search, where ads often surface relevant products or information. “To the degree we can find out cool things to do that actually seem helpful to users, maybe there’s something to do there,” Altman said. He also emphasised that OpenAI would approach any ad model “with great caution,” ensuring that it aligns with the company’s user-first principles.

Why ads make sense for OpenAI

Altman’s comments come amid OpenAI’s growing focus on revenue diversification. The company recently began recruiting for a senior advertising executive under Fidji Simo, who heads its applications division. The role will oversee advertising and other monetisation efforts, signaling that OpenAI is actively exploring ad-supported models for its products.

OpenAI’s ChatGPT has more than 700 million total users, but only around 20 million pay for the Pro version. Advertising could therefore become a major source of income, allowing OpenAI to sustain its free tier while scaling its infrastructure. The company reportedly earned $12.7 billion in revenue this year, more than triple its 2024 figures, but continues to spend heavily on research and development.

Altman’s openness to ads suggests a potential shift in how ChatGPT might operate in the future — possibly integrating relevant, contextual, or conversational ads similar to Google Search results. However, he made clear that any such move would prioritise user experience and transparency. For now, ChatGPT remains ad-free, but Altman’s remarks indicate that OpenAI is considering how advertising could fit into its long-term monetisation strategy.