ChatGPT is expected to eventually include ads, though the exact timing remains uncertain. While the AI assistant has remained ad-free since its launch three years ago—despite having around 800 million weekly users—OpenAI executives, including CEO Sam Altman, have signaled a shift in stance. Just a year ago, Altman called ads "gross," but in 2024, he suggested OpenAI could develop "some cool ad product." This change in tone, combined with recent moves, suggests ads are likely on the horizon. Evidence points to a possible near-term rollout. Developer Tibor Blaho discovered code in the ChatGPT Android app that hints at future ad features, though it's not yet live. The presence of such code in a public app is a strong signal that OpenAI is testing the infrastructure. Additionally, OpenAI has been hiring talent from Meta, a company with deep expertise in advertising, further supporting the idea that the company is building ad capabilities. The business case is clear: only a small fraction of ChatGPT’s users pay for the premium version, and to scale sustainably, OpenAI needs a way to monetize the free user base. Ads are the most logical path. But the real challenge isn’t just when ads will come—it’s how they’ll work. Unlike search engines or social media feeds, ChatGPT delivers direct, conversational answers. There’s no natural space for traditional ads. So OpenAI will need to design a new model. Several possibilities are emerging: Search-style intent ads: Similar to Google, where users ask for something like “best laptop under $1,000,” and sponsored results appear. This would work well if ChatGPT becomes a true search alternative. Personalized ads based on user data: Like Meta, OpenAI could use insights from user interactions to target ads, even if the user doesn’t explicitly ask for a product. Simple text links or affiliate-style recommendations: A straightforward approach where a response includes a “sponsored” suggestion, such as “Here are three top-rated toasters—this one is recommended by a partner.” Multimedia or interactive ads: With features like voice, image generation via DALL·E, and video creation through Sora, OpenAI could deliver richer ad experiences—video clips, interactive demos, or voice-activated promotions—especially as it develops new hardware like the rumored screenless device designed by Jony Ive. Regardless of format, the biggest risk is trust. Users rely on ChatGPT for accurate, unbiased information. If ads influence responses—either by biasing results or inserting paid content—users may lose confidence in the tool. OpenAI knows this and may proceed cautiously. For now, OpenAI hasn’t confirmed any timeline or ad format. But given the company’s growth, financial pressures, and hiring trends, ads in ChatGPT are not a question of if, but when—and how carefully they’re introduced.