OpenAI Lays Hidden Groundwork for ChatGPT Ads

OpenAI appears to be in the final stages of preparing for the commercial launch of its flagship chatbot. In early February, SEO analysts and developers discovered ad-related logic buried within the source code of ChatGPT responses—the clearest signal yet that high-intent, conversational advertising is imminent.

The discovery, first flagged by SEO consultant Glenn Gabe, reveals that while ads are not yet visible to most users, the infrastructure to serve them is live. One specific line of code in the page source reads:

“In reply to user query using the following additional context of ads shown to the user.”

This development follows OpenAI’s mid-January confirmation that ads would be coming to the Free and ChatGPT Go tiers. However, the presence of this logic, even among some Pro users, suggests that OpenAI is currently testing “suppression rules”—ensuring paid subscribers remain ad-free while the system learns to trigger relevant sponsorships for non-paying users.

The Infrastructure of Conversational Ads

Unlike traditional digital advertising, which relies on banners or pre-roll videos, ChatGPT ads are expected to be woven into the “decision-making” flow of a conversation.

• Contextual Triggers: Testing has been reproduced on high-commercial-intent queries, such as “auto insurance” and “travel planning.” The code suggests the AI is already being fed “ad context” to determine whether to append a sponsored recommendation to the bottom of its response.
• The “$200,000 Beta”: Reports indicate that OpenAI has begun inviting select brands into a tightly controlled beta, with a minimum spend of $200,000. These early tests are designed to evaluate user tolerance and “answer independence”—OpenAI’s promise that ads will never influence the AI’s organic responses.
• Premium Pricing: Early reports suggest a premium $60 CPM (Cost per Thousand impressions), positioning ChatGPT as a high-intent alternative to Google Search.

Why the “Hidden Code” Matters

The fact that ad logic is appearing even when no ad is visible indicates that OpenAI is running “shadow tests.” These tests help the platform determine:

1. Relevance: Which prompts are “eligible” for a sponsor? (e.g., asking for a recipe vs. asking for a blender recommendation).
2. Latency: Does fetching an ad from an auction system slow down the AI’s response time?
3. Attribution: How can OpenAI prove to a brand that a conversation about “best running shoes” led to a purchase if the user doesn’t click a link immediately?

The “Go” Tier and Global Rollout

The ad rollout is part of a broader strategy to monetize ChatGPT’s 800 million weekly users. While the $20-a-month Plus tier has reached a ceiling, the newer $8-a-month “Go” tier and the Free tier provide the scale advertisers crave.