ChatGPT has 800 million weekly users. It has no ads. That's about to change.
OpenAI hasn't launched a formal advertising product. But the signals are everywhere: code in the Android beta referencing "search ads," executives backtracking from "no ads ever" to "not totally against it," and internal forecasts showing $1 billion in "free user monetization" revenue expected by 2026.
The Current State: Commerce Without Ads
ChatGPT doesn't show traditional ads. But it's already deep into commerce.
Instant Checkout launched in September 2025. US users can buy directly within ChatGPT from Etsy sellers, with Shopify merchants (Glossier, SKIMS, Spanx, Vuori) coming soon. Instacart is live for grocery. PayPal joined in October.
The key distinction OpenAI keeps emphasizing: product results are "organic and unsponsored, ranked purely on relevance." Merchants pay a small fee on completed purchases, but can't pay for placement. Instant Checkout items aren't preferred in search results.
This matters because it's the foundation OpenAI will build advertising on top of.
The Signals: Ads Are Coming
Android beta code (November 2025): Strings in ChatGPT's Android beta (v1.2025.329) include "feature ads," "search ad," "search ads carousel," and "bazaar content." This suggests an ad framework under active development.
Executive tone shift: Sam Altman once called ads "unsettling" and a "last resort." In July 2025, he said he's "not totally against it" and praised Instagram's ad model. CFO Sarah Friar told the Financial Times they're "weighing up an ads model" and hiring advertising specialists from Google and Meta.
Internal forecasts: Early 2025 leaks showed OpenAI expected $1 billion in "free user monetization" revenue in 2026 — a clear signal that ads are coming.
Recent reporting (December 2025): The Information reported that OpenAI employees are researching ways to adjust AI models so sponsored content appears with higher priority in responses for consumption and shopping queries. They're designing prototypes including sidebar ads, clearly labeled sponsored content, and "generative ads" where ChatGPT creates the ad copy itself.
What ChatGPT Ads Might Look Like
Based on reporting and leaked information, here's what's being considered:
- Sponsored content in responses: For shopping or commercial queries, ChatGPT could prioritize products from partner merchants. When you ask for skincare recommendations, sponsored products might appear first.
- Sidebar ads: Traditional display-style ads positioned alongside chat responses, clearly labeled as sponsored.
- Generative ads: ChatGPT creates the ad copy dynamically, choosing which product features to highlight based on the conversation context. The AI experiments with different pitches to optimize conversion.
- Intent-based monetization: Instead of keyword targeting, ads triggered by conversational intent. If your chat suggests you're planning travel, travel-related ads could appear.
- Memory-powered personalization: ChatGPT's memory feature remembers your preferences across conversations. This data could power highly targeted ads — far more personal than Google's keyword-based targeting.
The Financial Pressure
OpenAI's numbers explain the inevitability of ads:
- •$4.3 billion revenue in H1 2025
- •$2.5 billion burned in H1 2025
- •$7.8 billion operating loss in H1 2025
- •Only ~5% of users pay for premium tiers
- •$115 billion expected burn through 2029 before profitability in 2030
OpenAI can't sustain 800 million weekly users on subscriptions alone. Ads aren't a "if" — they're a "when."
What's Different About ChatGPT Ads
If OpenAI executes on the reported plans, ChatGPT ads would differ fundamentally from Google or Meta:
- Conversational context: Google targets keywords. ChatGPT could target entire conversation threads, understanding nuanced intent across multiple exchanges.
- Deeper personalization: ChatGPT's memory feature tracks preferences, interests, and context over time. This is more intimate data than search history.
- Generative creative: Instead of advertisers writing ad copy, ChatGPT could generate it dynamically based on the specific user and conversation.
- Lower friction to purchase: With Instant Checkout already live, ads could link directly to in-chat purchase — no redirect to external sites.
The risk for users: ads that feel less like ads and more like helpful suggestions. That's either brilliant UX or deeply manipulative, depending on your perspective.
What PPC Marketers Should Do Now
Get into the commerce ecosystem. Apply for the ChatGPT merchant program now. When ads launch, merchants already in the system will have an advantage.
- •Etsy sellers are automatically eligible
- •Shopify merchants are rolling out
- •Other merchants can apply at chatgpt.com/merchants
Prepare your product data. ChatGPT's organic product recommendations rely on structured data. Clean product feeds, accurate pricing, complete descriptions, and quality images will matter whether you're paying for placement or not.
Watch the Agentic Commerce Protocol. OpenAI open-sourced the protocol that powers Instant Checkout. It's designed to work across platforms — meaning integrations you build now could work with other AI commerce systems later.
Don't expect self-serve immediately. Based on how other AI platforms have launched ads (Perplexity's invite-only approach, Microsoft's existing Ads integration), ChatGPT ads will likely start with large advertisers and agency partners before opening to self-serve.
Budget planning: Don't reallocate budget yet. There's no product to buy. But plan for experimentation — when ChatGPT ads launch, early movers will have less competition and more learning time.
The User Backlash Risk
OpenAI has already stumbled. In late 2025, they tested "app suggestions" that recommended Target and Peloton during unrelated conversations. Users revolted. OpenAI called them "not ads" and claimed there was "no financial component" — but the backlash forced them to disable the feature.
This signals two things:
- OpenAI is actively experimenting with promotional content
- They underestimated how protective users are of the ad-free experience
Any formal ad launch will need to be handled carefully. Expect clear labeling, contextual relevance requirements, and likely an ad-free option for paid subscribers.
Bottom Line
ChatGPT ads aren't here yet. But every signal points to 2026 as the year they arrive.
For PPC marketers, the opportunity is positioning now:
- •Get into the merchant program
- •Clean up your product data
- •Build Agentic Commerce Protocol integrations
- •Reserve experimental budget
When 800 million weekly users become an ad inventory, you want to be ready — not scrambling to catch up. The platforms with live AI ads today (Google AI Overviews, Microsoft Copilot) are where you should be spending and learning now. ChatGPT is where you should be preparing for what's next.
