February 3, 2026 OpenAI has begun testing advertising on ChatGPT, asking a small group of advertisers to commit at least US$200,000 to participate in a limited beta, the company confirmed to ADWEEK. The company announced last month that it will conduct a beta trial of ads in ChatGPT responses.
As part of the early outreach, advertisers interested in placing their promotions within ChatGPT responses are being asked to make sizable upfront commitments to be considered for the live launch. Four advertisers represented by search intelligence platform Adthena were approached with minimum spends of about US$250,000, according to people familiar with the discussions.
OpenAI says the goal is not scale, but learning specifically, what kinds of ads, if any, can add value for users without undermining trust in the platform. As shown in the examples the company highlighted last month, ChatGPT may include a related sponsored post at the bottom of its reply to a user’s query. For instance, on a travel query, the chatbot might include a promotion for accommodation options.
According to a spokesperson, the company is intentionally keeping the test small to evaluate which advertising approaches feel useful or relevant rather than intrusive. There is a plan to introduce additional ad formats and buying models over time, once the company has a clearer picture of how advertising could be integrated in a way that enhances the user experience. Details on timelines or formats have not been shared.
The move signals a potential shift in OpenAI’s monetization strategy. Until now, revenue has largely come from subscriptions and enterprise licensing. Advertising could unlock a significant new income stream as ChatGPT continues to scale globally. At the same time, it also introduces reputational risks if users perceive commercial influence over responses.
OpenAI has previously stressed the importance of avoiding disruptive ads and preserving the perceived neutrality of its AI outputs. By keeping participation limited and budgets high, the company appears to be testing more than ad performance. It is also gauging user tolerance and trust, areas it has repeatedly highlighted as central to ChatGPT’s credibility.
For now, access to the program remains tightly controlled. Whether advertising becomes a core part of ChatGPT’s business will likely depend on the results of this beta.
