OpenAI reveals monetisation plans for ChatGPT and what’s next for the AI chatbot

ChatGPT

Nick Turley, head of ChatGPT at OpenAI, has shed light on the AI’s rapid growth, user loyalty, and evolving monetisation strategies, as well as how the product may transform in the future. According to a report by The Verge, while CEO Sam Altman remains the company’s most visible figure, Turley has been steering ChatGPT’s development from the start, overseeing its rise to 700 million weekly users, making it the fastest-growing software product in history.

Turley revealed that users have formed deep emotional connections with ChatGPT, a sentiment that became clear with the launch of GPT-5. Following strong demand for the older GPT-4o model, OpenAI reinstated it shortly after retirement, a move that surprised even Turley. This experience is shaping how the company will phase out future models.

On monetisation, Turley reaffirmed his confidence in the subscription model, which began as a way to manage demand during periods of server strain. Contrary to industry trends where engagement from new sign-ups often declines over time, recent subscription cohorts have matched or exceeded early user performance. He also pointed to strong momentum in the business segment, with paying enterprise customers climbing from three million to five million in recent months, highlighting workplace adoption as a major long-term growth opportunity.

When asked about the prospect of advertising, Turley stressed caution. While indirect monetisation may be considered, any approach would need to safeguard ChatGPT’s core value of providing personalised, unbiased responses. Maintaining user trust remains a top priority.

Turley also sees potential in commerce within ChatGPT. The AI now offers product recommendations, and OpenAI is exploring revenue-sharing models similar to affiliate platforms like Wirecutter. However, he emphasised that business opportunities will only follow once the user discovery experience feels compelling.

Looking ahead, ChatGPT may evolve beyond its current chatbot format, integrating more closely with productivity tools and workflows. Turley’s comments point to a deliberate balance between innovation, monetisation, and preserving the unique value that has driven ChatGPT’s unprecedented success.