ChatGPT Introduces Ads for Cheaper Subscriptions in Europe, Sparking Controversy

OpenAI has begun displaying advertisements to users of its lower-tier ChatGPT subscriptions across 31 European nations, marking a significant shift in its approach to monetization. This development affects users on the free tier and the 'Go' subscription, priced at 85 Swedish kronor per month.

The introduction of ads appears to contradict earlier sentiments expressed by OpenAI CEO Sam Altman. In 2024, Altman described advertising within AI as "uniquely uncomfortable" and considered ads in ChatGPT a "last resort." This "last resort" has now arrived, following the rollout of advertising in nine other countries, including the United States, Brazil, Australia, and Japan, throughout the year.

Professor Alan Said from the University of Gothenburg notes that advertising in non-paid services is expected, likening it to a "barter trade" where users exchange screen space for targeted ads. However, criticism has focused not just on the presence of ads but on their targeting method. Concerns have been raised by U.S. politicians and European consumer groups about the potentially manipulative nature of ads derived from intimate AI conversations.

OpenAI states that all ads will be clearly marked and that the company itself handles ad personalization rather than selling user data to advertisers. Users with free or 'Go' subscriptions can manage their data sharing preferences through "Data Controls" under "Ad Settings," which determines whether chat history is used for ad selection. While context from ongoing conversations can still influence ad choices, OpenAI assures that the ads themselves will not alter the privacy of sensitive data or the user experience significantly.