OpenAI is moving ChatGPT closer to an advertising business, but it is starting cautiously. According to a report from The Information, the company has begun offering ad placements in ChatGPT to dozens of advertisers, with the first ads expected to appear in early February.
The early program is not a fully open ad marketplace. OpenAI is asking advertisers to commit to spending less than one million dollars each during a multi-week test phase, while the technology that would let advertisers book ads on their own is still in development.
A limited rollout before a broader ad system
The structure of the test shows that OpenAI is treating ChatGPT ads as a controlled experiment rather than an immediate, large-scale launch. The company is opening access to dozens of advertisers, but it is not yet giving them a self-serve buying tool.
That matters because self-serve systems are a core part of mature digital advertising platforms. Without that technology in place, the first stage is likely to be more hands-on and more limited. Advertisers can participate, but OpenAI still appears to be shaping the buying process closely.
The initial spending requirement also points to a test designed for committed advertisers rather than casual experimentation. The reported commitment is less than one million dollars each for a multi-week test phase. That gives OpenAI room to evaluate demand, placement formats, and advertiser response before deciding how the business should expand.
Why views matter more than clicks in this test
The most important detail is the pricing model. OpenAI is initially charging based on views, not clicks. That puts the company closer to social media platforms like Meta, which charge per impression, and away from the click-based model more typical of Google and Amazon.
In advertising terms, view-based pricing is CPM, or cost per mille. Click-based pricing is CPC, or cost per click. The difference is simple but important: CPM charges for exposure, while CPC charges when a user takes the measurable action of clicking.
For advertisers, CPC is usually more attractive because it offers more certainty about what their money is buying. It also makes performance easier to measure. If an advertiser pays only when someone clicks, the connection between spending and user action is clearer.
OpenAI's choice of CPM could signal that AI chatbot users click on external links less often than traditional search engine users. The source also notes that Perplexity uses the same model. Whether OpenAI changes its pricing after testing begins remains unclear.
Where the first ChatGPT ads will appear
The first ads will initially appear to US users of the free ChatGPT version and subscribers to the new 8-dollar tier. That placement choice keeps the test within specific user groups while OpenAI studies how advertising fits inside a chatbot experience.
ChatGPT is not a conventional search results page, product listing, or social feed. The source describes the personalized nature of chat conversations as one reason ad agencies and advertisers are reportedly interested in placements there. With around 900 million weekly active users, ChatGPT gives advertisers a large audience inside an interface built around direct interaction.
That same interface also creates a risk. Ads in chatbot conversations may feel intrusive if they interrupt the user experience or appear in the wrong context. The source says OpenAI wants to grow revenue from ads and shopping without alienating users who might object to chatbot ads.
The revenue and investor angle
Ad revenue could become important for OpenAI beyond the immediate test. The company is currently trying to raise up to 100 billion dollars, described in the source as an unprecedented amount for a private company. A working ad business could strengthen OpenAI's position with investors.
The logic is straightforward. If ChatGPT can support advertising without driving users away, it gives OpenAI another revenue path alongside other parts of its business. The controlled rollout lets the company test that possibility before turning ads into a larger product.
Fidji Simo, OpenAI's CEO of Applications and former Instacart chief, is leading the ad business. Her role points to the importance of turning ChatGPT's large user base into commercial products while managing the experience for users.
What remains uncertain
The test leaves several major questions unanswered. OpenAI has not yet completed the technology that would let advertisers book ads on their own. It is also unclear whether the company will keep CPM pricing after testing begins or adjust its model later.
The early phase will likely be watched closely by advertisers because ChatGPT combines scale with personalized conversations. At the same time, the move will be watched closely by users because ads inside a chatbot may feel different from ads in search, shopping, or social media.
For now, the clearest signal is that OpenAI is entering the ad market carefully. It is starting with a limited group of advertisers, charging by views, and placing the first ads in the free ChatGPT version and the new 8-dollar tier for US users.