The End of Neutrality? OpenAI’s Secret Plan to Embed Ads in ChatGPT’s “Brain”

According to The Information, OpenAI is reportedly seriously exploring advertising as a new monetisation path for ChatGPT, with plans that would go beyond simple banner ads. Insiders suggest the approach could embed advertising more deeply into the AI’s cognitive processes, potentially by adjusting model weights so sponsored content surfaces more prominently for certain queries.

A concrete example in the report imagines a user asking for a mascara recommendation, with ChatGPT prioritising products from partner brands such as Sephora. The article describes a progression from traditional search ads to the first suggestion in an AI-generated answer, and notes a “progressive disclosure” model where more detailed sponsored information appears after sustained user interest.

Nick Turley, ChatGPT product manager, is quoted as saying there are “no active tests of advertising features,” while acknowledging that screenshots online were largely fabricated and that any future ads would be implemented carefully to preserve trust. The piece argues that although subscriptions provide revenue, the high costs of next‑generation models may push OpenAI toward advertising as a logical next step.