In a significant shift for one of the world's most popular AI platforms, OpenAI is preparing to introduce advertising to ChatGPT, according to code discovered within its mobile application. This move comes just three years after the chatbot's ad-free launch and represents a notable departure from earlier statements by the company's leadership.
Code Leak Points to Beta Testing of Ad Features
The first indications of this strategic pivot were uncovered by computer engineer Tibor Blaho. He identified new code within a beta version of the ChatGPT Android app, specifically version 1.2025.329. The code contained references to an 'ads feature' alongside terms like 'bazaar content', 'search ad', and 'search ads carousel'. This discovery, shared on the social media platform X, strongly suggests that OpenAI is actively developing and testing an advertising framework for its flagship product.
Since its public debut in November 2022, ChatGPT has operated without any form of advertising. This approach aligned with the previously stated view of OpenAI's chief executive, Sam Altman, who once characterised ads as a 'last resort' for the company. However, Mr Altman's position appears to have evolved in recent months.
CEO's Evolving Stance and the Drive for Profitability
During an appearance on his company's podcast in June 2025, Altman signalled a more open attitude. 'I'm not totally against it,' he remarked, adding, 'I can point to areas where I like ads. I think ads on Instagram [are] kind of cool.' This softening stance coincides with the immense financial pressures facing OpenAI.
Despite projecting sales of $13 billion in 2025 from its premium ChatGPT tiers, the company is not yet profitable. Its revenue is offset by colossal expenditure, estimated at around $22 billion, primarily driven by investments in computer chips, data centres, and the digital infrastructure required to train and host its advanced AI models.
Financial Forecasts Demand New Revenue Streams
Recent analysis from banking giant HSBC presents a stark financial picture. Its research suggests that OpenAI will still not be profitable by 2030. While the company has secured massive cloud computing deals with Microsoft and Amazon, totalling nearly $300 billion, HSBC Global Investment Research forecasts this will be insufficient. The bank estimates a further $207 billion is needed to meet AI data centre spending alone.
This context makes the exploration of advertising a logical, if controversial, step. The vast amount of personalised data gathered from user conversations with ChatGPT could enable highly targeted and potentially lucrative adverts. While subscriptions are expected to grow, new revenue streams like advertising are seen as essential to bridge the significant financial deficit. The Independent has contacted OpenAI for comment on its specific advertising plans.
