OpenAI expands ad testing on ChatGPT to boost revenue
The ChatGPT platform now displays advertising as part of a testing phase carried out by OpenAI, focused on users of lower cost plans.
The display of advertisements using the artificial intelligence (AI) tool began in February this year. Recently, Brazil was incorporated into this experimental stage, integrating the markets that evaluate the new model.
A 2025 survey indicated that Brazil ranks third worldwide in the use of ChatGPT, behind only the United States and India.
With OpenAI’s determination, the Brazilian territory becomes the eighth country to participate in this pilot project to implement ads within ChatGPT.
Previously, the United States, Canada, United Kingdom, Australia, New Zealand, Japan and South Korea were already involved in the tests. Mexico also joins Brazil in this new stage of expanding the platform.
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Advertising implementation details on ChatGPT
The ads can be viewed by users who access the website and application for free, or by those who subscribe to the Go plan, which has a monthly cost of R$39.99.
The other packages for personal use, with values between R$99.90 and R$525 per month, in addition to plans aimed at companies or educational institutions, will not be impacted by the inclusion of advertising.
OpenAI ensures that the platform will not display ads to users under 18 years of age. For conversations carried out without login, the company reported having set up an experience with advertisements suitable for all age groups.
The company also guarantees that the responses generated by artificial intelligence will not be influenced by the presence of ads.
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According to a statement from ChatGPT, paid advertising will appear at the end of responses and will be clearly identified as such.
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In this pilot phase, advertisements will be broadcast by large advertising agencies, including groups such as BETC Havas, WPP and Monks.
Advertising as a strategic market element
According to Dave Dugan, global leader of advertising solutions at OpenAI, the Brazilian market plays a vital role in the development of the advertising project on ChatGPT.
“Our goal is to learn from a market that not only follows, but also drives transformations. This local knowledge will be fundamental to creating a relevant experience for people and companies of all sizes,” said Dugan.
Incorporating ads is part of a traditional tactic in the media industry to generate revenue.
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Although ChatGPT has more than 900 million users worldwide, only 3% of them pay for a subscription. Even with annualized revenue exceeding US$20 billion, the company continues to operate at a loss.
Distinctive Approaches to Ads on AI Platforms
The decision whether or not to integrate advertising as a means of increasing revenue varies between companies that develop artificial intelligence.
Copilot, for example, has already incorporated sponsored ads from other companies into its platform and chat. On the other hand, Perplexity carried out tests with advertising, but chose to remove them, seeking to preserve its credibility.
Google has not yet adopted paid advertising on Gemini, but has indicated that if the advertising format it uses in AI search proves effective, the platform may also include advertisements.
Claude, from Anthropic, announced in February this year that he will remain without advertising, assuring his users that there will be no sponsored links in chat responses.
