OpenAI COO Brad Lightcap said the company’s rollout of ads to free and Go-tier users of ChatGPT will be an “iterative process” as it works to balance monetization with user trust and privacy. Speaking on the sidelines of the India AI Summit, Lightcap emphasized that getting the ad experience right is a top priority. “This is going to be an iterative process for sure. This is something we are committed to getting right,” Lightcap said. “What does that look like? It means obviously maintaining user trust at a very high level. It means getting privacy right.” He added that when done thoughtfully, ads can enhance the user experience rather than detract from it. “It means really creating a delightful product experience. We think ads done right can be additive to a product experience,” he said. Lightcap urged users and observers to give the company time—“maybe a few months”—to refine the approach before passing judgment. The company began testing ads for U.S.-based users earlier this month, a move that has drawn criticism from competitors. Notably, Anthropic ran a series of Super Bowl ads targeting OpenAI’s shift toward monetization, prompting a strong response from CEO Sam Altman. In a post on X, Altman accused Anthropic of being “dishonest” and claimed the company’s product serves only “rich people,” contrasting it with OpenAI’s mission of widespread AI access. “More importantly, we believe everyone deserves to use AI and are committed to free access, because we believe access creates agency,” Altman wrote. He cited data showing that more Texans use ChatGPT for free than the total number of people using Claude in the U.S., suggesting OpenAI’s model reaches a broader audience. Reports indicate OpenAI is charging $60 per 1,000 ad impressions—a notably high rate—and requires a $200,000 minimum ad commitment from advertisers. Early adopters include Shopify, which is allowing merchants to advertise through its Shop Campaigns ad network. Other initial partners include Target, Williams Sonoma, and Adobe. While Lightcap did not confirm whether OpenAI plans to expand the ad program beyond the U.S. at this time, the company’s focus remains on building a sustainable model without compromising user experience or privacy.