OpenAI hints at a new kind of advertising for ChatGPT: What to expect

OpenAI

OpenAI is inching closer to a future where ads may appear inside ChatGPT, but the company insists the model will look nothing like traditional online advertising. With ChatGPT still the dominant AI assistant despite rising competition, OpenAI is under pressure to build sustainable revenue beyond subscriptions. Reports have indicated that ads are on the table, but details have remained vague — until now.

In a recent conversation with WIRED, Fidji Simo, OpenAI’s CEO of Applications, offered the clearest indication yet of how ads could eventually work inside ChatGPT. According to her, advertising is only effective when there is strong commercial intent, something ChatGPT already sees in large volumes when people ask for shopping guidance or product recommendations. Before introducing ads, Simo said OpenAI must first perfect the commerce experience so users feel supported rather than interrupted.

She stressed that any ad model within ChatGPT would need to be fundamentally different from existing ones, and would have to respect the context and tone of conversations. Simo pointed out that users don’t usually hate ads themselves, but rather the misuse of personal data behind them, hinting that OpenAI may prioritise transparency and opt-in personalisation if it ever pursues this direction.

Simo’s background is notable here. She previously helped build and grow Meta’s mobile ads and video advertising businesses — experience that makes her one of the strongest voices in shaping how AI-powered advertising could evolve.

So what might ads inside ChatGPT look like? Earlier reporting from The Information suggested OpenAI has explored using ChatGPT’s memory feature to surface personalised commercial suggestions based on a user’s long-term preferences. Other reports say the company is actively searching for senior leaders who can help generate multibillion-dollar revenue from ads, with Simo reportedly meeting ex-Facebook colleagues for key roles.

The direction is clear: ads will likely come, but with stricter guardrails and a format more aligned with conversational intent than conventional display or feed-based advertising. OpenAI appears determined to avoid the intrusive patterns that have defined social media ads for over a decade, suggesting that ChatGPT’s eventual monetisation could set a new template for AI-first commerce.