OpenAI is flipping the switch on advertising in ChatGPT today, marking a watershed moment for the AI industry's business model evolution. The move comes as the company chases sustainable revenue beyond subscriptions, with sources telling CNBC that ads will account for less than half of long-term revenue. It's a calculated gamble that's already sparked a public feud with rival Anthropic, which positioned itself as the ad-free alternative during last week's Super Bowl.
OpenAI is pulling the trigger on what might be the most controversial decision in generative AI's short history. Starting today, the company begins testing ads inside ChatGPT for millions of free users and those on its budget-tier Go subscription. The ads will be "clearly labeled" and tucked into a separate section beneath your conversation, according to CNBC, following the company's initial announcement last month.
The timing couldn't be more charged. Just days after rival Anthropic aired a Super Bowl commercial basically dunking on OpenAI's ad plans, CEO Sam Altman is doubling down on a hybrid revenue strategy that bets on both subscriptions and advertising. A source familiar with the matter told CNBC that OpenAI expects ads to make up less than half of its revenue over the long haul, suggesting the company sees this as a supplement rather than its primary cash engine.
But the Super Bowl drama reveals how sensitive this move is for the industry. Anthropic's original commercial took direct aim at OpenAI, with the tagline "ads are coming to AI" followed by "but not to Claude." After Altman publicly called the campaign "clearly dishonest", Anthropic toned down the final version that aired during the game. The exchange exposed a fundamental split in how AI companies think about monetization - and user trust.
