What happened
Analysis and impact
从产品逻辑来看，OpenAI 此举是在免费服务可持续性与用户体验之间寻找平衡。ChatGPT 的免费层一直承担着大规模用户获取的功能，但推理成本高昂，广告被视作一种潜在的补贴手段。OpenAI 在公告中强调，广告内容将被明确标识，且广告主的付费不会影响模型生成回答的立场或质量，即回答的独立性不会因商业合作而妥协。这一表态意在回应外界对“付费影响模型输出”的普遍担忧。
隐私保护是此次测试中另一项被重点提及的承诺。OpenAI 表示将维持强隐私保护措施，并让用户对广告相关的数据使用拥有控制权。不过，公告未披露具体的广告投放机制、数据使用范围或用户可操作的控制细节，这些信息原文未提供。考虑到 ChatGPT 用户基数庞大且涉及敏感对话场景，广告系统如何在保护对话隐私的前提下实现精准投放，将是后续观察的重点。
值得注意的是，此次广告测试与同期学术社区中关于大模型系统治理的讨论形成了一定呼应。例如，arXiv 上一篇关于多 LLM 智能体系统动态治理的论文指出，当多个具有结构性对立目标的智能体交互时，缺乏共享目标函数会导致非竞争性但混乱的结果。虽然该研究与 ChatGPT 广告测试无直接关联，但它提示了一个更宏观的问题：当商业目标（广告变现）与用户目标（获取准确、无偏的回答）被引入同一系统时，如何设计治理机制以确保后者不被前者侵蚀。OpenAI 所宣称的“回答独立性”原则，本质上正是对这一张力的制度性回应。
References
Original source text
August 11, 2026
Testing ads in ChatGPT
Ads that support free access and don’t change ChatGPT answers.
Loading… Share Update on August 11, 2026: * ChatGPT Ads has now launched in the United Kingdom, Mexico, Brazil, Japan, and South Korea. We’re continuing to expand to more markets this year. *
Businesses interested in advertising in ChatGPT can visit [ openai.com/advertisers/ (opens in a new window) ](https://ads.openai.com/) to sign up for updates. *
Update on May 7, 2026 * : In the coming weeks, we plan to expand the ads pilot in ChatGPT in the United Kingdom, Mexico, Brazil, Japan, and South Korea. *
These pilots will help us understand what works well in different regions, so we can continue improving the experience as we expand. *
If you’re a business and interested in advertising in ChatGPT in these new markets, visit [ openai.com/advertisers/ ](https://openai.com/advertisers/) to sign up for more updates. *
Update on March 26, 2026: * Our ads pilot is focused on supporting broader access to ChatGPT while preserving consumer trust, usefulness, and user control. Guided by our [ ads principles ](https://openai.com/index/our-approach-to-advertising-and-expanding-access/) , the early results are encouraging. We’re seeing no impact on consumer trust metrics, low dismissal rates of ads, and ongoing improvements in the relevance of ads as we learn from feedback. These positive signals support moving into the next phase of our pilot. *
In the coming weeks, we’ll begin expanding beyond the U.S., starting with pilots in Canada, Australia, and New Zealand. We’ll roll this out thoughtfully in each market, learn from real-world usage, and adjust as we go. Our hope is to continue to expand to many more markets this year. *
If you’re a business and interested in advertising in ChatGPT in these new markets, visit [ openai.com/advertisers/ ](https://openai.com/advertisers/) to sign up for more updates. *
As we expand our pilot, our core principles remain the same: ChatGPT’s answers remain independent and unbiased, conversations stay private, and people keep meaningful control over their experience. *
Originally published on February 9, 2026
Today, we’re beginning to test ads in ChatGPT in the U.S. The test will be for logged-in adult users on the Free and Go subscription tiers. Plus, Pro, Business, Enterprise, and Education tiers will not have ads. Ads do not influence the answers ChatGPT gives you, and we keep your conversations with ChatGPT private from advertisers. Our goal is for ads to support broader access to more powerful ChatGPT features while maintaining the trust people place in ChatGPT for important and personal tasks. We’re starting with a test to learn, listen, and make sure we get the experience right.
We previously shared the principles that guide our approach for advertising in ChatGPT. This test puts those principles into practice so we can begin learning from real-world use:
Mission alignment
ChatGPT is used by hundreds of millions of people for learning, work, and everyday decisions. Keeping the Free and Go tiers fast and reliable requires significant infrastructure and ongoing investment. Ads help fund that work, supporting broader access to AI through higher quality free and low cost options, and enabling us to keep improving the intelligence and capabilities we offer over time. If you prefer not to see ads, you can upgrade to our Plus or Pro plans, or opt out of ads in the Free tier in exchange for fewer daily free messages.
Answer independence
Ads do not influence the answers ChatGPT gives you. Answers are optimized based on what’s most helpful to you. When you see an ad, they are always clearly labeled as sponsored and visually separated from the organic answer.
During the test, we decide which ad to show by matching ads submitted by advertisers with the topic of your conversation, your past chats, and past interactions with ads. For example, if you’re researching recipes, you may see ads for meal kits or grocery delivery. If there are multiple advertisers, we’ll select the one that is most relevant to your chat to show you first.
Conversation privacy
Ads are designed to respect your privacy. Advertisers do not have access to your chats, chat history, memories, or personal details. Advertisers only receive aggregate information about how their ads perform such as number of views or clicks.
During our test, we will not show ads in accounts where the user tells us or we predict that they are under 18, and ads are not eligible to appear near sensitive or regulated topics like health, mental health or politics. We’ll expand responsibly as safeguards mature and we learn from this test.
As we evolve our advertising program over time, protecting user privacy and safety will remain central to how we design and scale, including guardrails to prevent narrow ads targeting. We will continue to be deliberate about who we allow into the advertiser program and build protections to reduce the risk of scams and other harmful or misleading ads.
Choice and control
You can control the ads you see in ChatGPT, including dismissing ads, sharing feedback, learning how and why you’re being shown a particular ad, deleting your ad data with one tap, and managing ad personalization at any time.
Long-term value
People often use ChatGPT when they’re actively exploring options, comparing ideas, or working toward a decision. In those moments, ads can help people discover relevant products or services they’ll love from businesses of all sizes. We’ll use early ad performance and feedback to keep improving relevance, while always maintaining a clear separation between ads and ChatGPT’s answers and keeping your data private.
More broadly, we see an opportunity for advertising in ChatGPT to be uniquely valuable for people. In a conversational interface, ads can be more relevant and useful, connecting people to new products and services that fit naturally with what they’re trying to do.
What’s next
Our focus with this test is learning. We’re paying close attention to feedback so we can make sure ads feel useful and fit naturally into the ChatGPT experience before expanding.
For businesses, we are just beginning to explore the ways different types of organizations can participate in the ChatGPT experience in an additive way. Over time, we will evolve our advertising program to support additional formats, objectives and buying models and build new ways for businesses to interact with consumers in ChatGPT. If you’re a business and interested in advertising in ChatGPT, visit openai.com/advertisers to sign up for more updates.
What will always remain true: ChatGPT’s answers remain independent and unbiased, conversations stay private, and people keep meaningful control over their experience.
Author
OpenAI
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