OpenAI COO says ads will be ‘an iterative process’
Source: TechCrunch
Background
Last month, OpenAI announced that it will introduce ads to users of the free and Go tiers in ChatGPT. The company rolled out ads to U.S.-based users earlier this month, drawing criticism from rivals such as Anthropic, which published a string of Super Bowl ads.
- OpenAI ad rollout announcement: https://techcrunch.com/2026/01/16/chatgpt-users-are-about-to-get-hit-with-targeted-ads/
- U.S. ad rollout details: https://techcrunch.com/2026/02/09/chatgpt-rolls-out-ads/
- Anthropic Super Bowl ads coverage: https://techcrunch.com/2026/02/04/sam-altman-got-exceptionally-testy-over-claude-super-bowl-ads/#:~:text=own%20chatbot%2C%20Claude.-,Another%20commercial,-features%20a%20slight
COO Comments on Advertising
On the sidelines of the India AI Summit, TechCrunch asked OpenAI COO Brad Lightcap about the company’s approach to ads. Lightcap described the process as iterative and emphasized the need to get user privacy and trust right.
“Well, this is going to be an iterative process for sure. This is something we are committed to getting right. What does that look like? It means obviously maintaining user trust at a very high level. It means getting privacy right.”
He added that ads can enhance the product experience when executed correctly and asked for a few months of patience to see how the rollout progresses.
“It means really creating a delightful product experience. We think ads done right can be additive to a product experience. And so it’ll take iteration, it’ll take time, but we’re just starting out. So maybe give us a few months and see how it goes.”
Lightcap did not specify whether OpenAI plans to expand ads beyond the U.S. market at this time.
Altman’s Response to Anthropic
Earlier this month, Sam Altman responded to Anthropic’s Super Bowl ads with a lengthy post on X, calling the rival “dishonest” and accusing it of creating an expensive product that serves “rich people.”
“More importantly, we believe everyone deserves to use AI and are committed to free access, because we believe access creates agency. More Texans use ChatGPT for free than the total number of people who use Claude in the US, so we have a differently‑shaped problem than they do.”
Advertising Pricing and Partnerships
Various outlets have reported that OpenAI is charging $60 for 1,000 impressions, a relatively high rate. Adweek noted that OpenAI requires a $200,000 minimum commitment from advertisers.
- Pricing details (Adweek): https://www.adweek.com/media/exclusive-openai-confirms-200000-minimum-commitment-for-chatgpt-ads/
- Additional reporting (The Information): https://www.theinformation.com/articles/openai-lines-advertisers-reveals-key-details-ahead-ads-launch
The Information also reported that Shopify is allowing its merchants to advertise on ChatGPT through its Shop Campaigns ad network, joining early testers such as Target, Williams Sonoma, and Adobe.
- Shopify partnership coverage: https://www.theinformation.com/briefings/shopify-shows-ads-behalf-merchants-chatgpt
All links are preserved from the original article.