OpenAI Expands ChatGPT Ads to All Free and Go Users in the US

OpenAI has expanded its advertising test to all free and Go-tier ChatGPT users in the US, marking a major shift in how the company monetizes its AI platform. According to a Reuters report, the move comes as OpenAI faces significant operational losses and a high burn rate, alongside a reported $1-billion investment and licensing agreement with Disney for its Sora platform. The ads are clearly labeled as sponsored and visually separate from ChatGPT's responses, with OpenAI stating they do not influence the AI's answers. With ChatGPT drawing nearly 1 billion monthly visits per Semrush and ranking as the fifth most visited website globally, this ad expansion opens a new revenue stream but also intensifies competition for visibility in AI-powered search.

However, the implications for brands and web publishers are stark. Extrapolated Ahrefs data suggests ChatGPT sends roughly 190x less traffic to websites than Google, as users typically receive answers directly within the interface and rarely click external links. Pedro Aviles of digital agency Baunfire warns that while some brands may rush to allocate budgets to ChatGPT ads, this could lead to loss of control, commoditization, and data opacity. Instead, Aviles recommends investing in conversion-ready websites that deliver depth and credibility, emphasizing that owned channels matter more when AI controls discovery. As AI platforms compress discovery into fewer, higher-intent moments, brands must focus on precision and the experience after a user chooses to click.