OpenAI’s early experiments with advertising on ChatGPT are already showing strong momentum, crossing $100 million in annualised revenue within just six weeks of launch in the United States. The pilot marks a significant shift in how the company is exploring monetisation beyond subscriptions.

Introduced earlier this year, the ad model targets users on the free tier and lower-priced plans. Importantly, ads are displayed separately from ChatGPT’s responses, ensuring that core outputs remain unaffected-an approach designed to safeguard user trust while testing new revenue streams.

Despite nearly 85% of users being eligible to see ads, fewer than 20% are currently exposed to them on a daily basis. This indicates substantial headroom for scaling within the existing user base. Early signals also appear positive, with the company reporting low ad dismissal rates and no measurable decline in consumer trust metrics.

OpenAI has already onboarded over 600 advertisers, including a strong mix of small and medium-sized businesses. To further accelerate adoption, the company is set to roll out self-serve advertising tools in April, making it easier for brands to participate in the ecosystem.

The expansion of the pilot into markets like Australia, New Zealand, and Canada is expected in the coming weeks, signalling a broader global push. Additionally, the appointment of former Meta executive David Dugan to lead global ad solutions highlights the company’s long-term commitment to building a scalable advertising business.

While advertising presents a lucrative opportunity, it also places OpenAI at a delicate intersection of growth and trust-one it will need to navigate carefully.