OpenAI’s CEO, Sam Altman, has discussed the potential for advertisements within ChatGPT. In the inaugural episode of OpenAI’s official podcast, Altman was queried about the likelihood of ads appearing in ChatGPT. He showed a willingness to entertain the concept, remarking, “We haven’t implemented any advertising products yet. I’m not entirely opposed to it. I can highlight instances where I appreciate ads. I think ads on Instagram are somewhat appealing. I’ve purchased numerous items because of them. However, it would require considerable attention to execute properly.”

Although the idea of Instagram ads being “appealing” wasn’t delved into further, the main takeaway is that the potential for advertising in ChatGPT is being contemplated. OpenAI has not depended on ads due to substantial venture capital investments, including a record-breaking $40 billion round in March, the largest private tech funding to date, following $6.6 billion from Microsoft and Nvidia in October 2024. Recently, OpenAI also secured a $200 million contract with the US Department of Defense.

Running ChatGPT reportedly incurs costs of $3 to $4 billion per year, indicating that revenue models might change. ChatGPT boasts 20 million subscribers, and OpenAI anticipates $12.7 billion in revenue for 2025. Altman is not the first to ponder ads in AI chatbots; Google has tested native ads within Gemini.

This is not the first instance of advertisements being contemplated for ChatGPT. During a discussion at Harvard Business School in 2024, Altman characterized advertising as a “last resort” for OpenAI. By March of this year, his position had evolved, conceding, “Perhaps there’s a tasteful way we could implement ads, but I’m uncertain.”

Altman’s perspective has since changed, and he is now more receptive to the concept of ads in ChatGPT. OpenAI has yet to provide detailed information, but the idea is actively being considered. As OpenAI and Google transition towards AI-enhanced search capabilities, the motivation for paid messaging grows. While ads are not currently in place, the groundwork and intention are converging.

ChatGPT advertisements might take on familiar formats, such as a T-shirt ad interspersed between prompt replies, akin to Instagram ads appearing between stories. For the time being, this remains purely speculative.

Disclosure: Ziff Davis, the parent company of Mashable, initiated a lawsuit against OpenAI in April, claiming copyright infringement related to the training and operation of its AI systems.