The irruption of advertising on ChatGPT It's no longer just a hypothesis: the clues in the official app's code suggest that OpenAI is taking the first steps to integrate ads into your assistant. After years in which the business model relied on subscriptions and API use, the company seems ready to move closer to the classic web model: free content financed by advertising.
Until now, both in Europe and the rest of the world, the ChatGPT experience was virtually free of adsThis is striking when compared to Google or social networks like Instagram or Facebook, and with the arrival of AI-powered search engines like the one Apple is preparingHowever, the enormous cost of running AI models at massive scale and the pressure to find new revenue streams are pushing OpenAI to explore more direct advertising methods.
What has been found in the ChatGPT app for Android
The change hasn't been officially announced, but it has been detected in the code. Several developers have analyzed the beta version 1.2025.329 of the ChatGPT application for Android and have located new text strings clearly related to advertisementsAmong them are references to "ads feature", "bazaar content", "search ad" and "search ads carousel" that were not present in previous compilations.
These mentions suggest that OpenAI is building a dedicated infrastructure for serving advertising within the app, starting with the search environment. The idea of a "search ads carousel" refers to carousel formats with several promotional pieces that the user could swipe horizontally, very similar to the formats commonly found on e-commerce platforms and social networks.
Those who have reviewed the APK explain that they have compared the most recent beta version line by line with the previous one, detecting these new elements expressly linked to advertising functionsFor developers who regularly track apps for future features, this type of finding is a pretty clear sign that the company is internally testing an advertising system.
From internal testing to potential mass deployment
OpenAI has not publicly detailed how or when it will activate these announcements, but the consensus among technology analysts is that the rollout will begin in a limited and focused on search and shopping functionsThat would fit with terms like "bazaar content," which refers to product cards or recommendation modules in a marketplace style, rather than advertising messages embedded in any conversation.
Some observers suggest that, in an initial phase, the Ads may be restricted to the free plan ChatGPT maintains a potentially cleaner experience for paying users. However, there are already reports of people seeing promotions, even using advanced subscription options, suggesting very limited A/B testing or early-stage targeting experiments.
Meanwhile, it has been leaked that within OpenAI they have maintained internal debates about the timeline and scope of this advertising strategy. At some point, the company itself reportedly acknowledged in internal communications that it was working on an advertising product, although it also considered slowing its rollout to focus on improving the core service in the face of competition from giants like Google.
A change of model: from ad-free service to advertising business
Since its public launch in 2022, ChatGPT has operated without visible ads in responses, in both its free and paid plans. Monetization came primarily from premium subscriptions and API usage agreements, a relatively unusual approach in a mass-market consumer service that competes with platforms heavily reliant on advertising.
However, OpenAI's financial situation is pushing in the opposite direction. Financial analysts estimate that the company is not yet profitable and that, to sustain the projected growth and the necessary computing infrastructure, it will be essential to open up new large-scale revenue streamsWith a user base of around 800 million weekly users, the advertising potential is clear.
OpenAI's own CEO has gone from describing the announcements as unattractive to acknowledging in recent interviews that there could be a "Well-made" advertising productprovided it is carefully designed. This evolution in discourse aligns with the shift seen in the application's code and the hiring of profiles from large advertising platforms, especially from the Meta ecosystem, and the competition with initiatives like the Siri chatbot.
Potential impact on the European digital market
Introducing advertisements into a system used daily by hundreds of millions of people can reconfigure the online advertising ecosystemUntil now, much of the digital advertising investment in Europe has been concentrated in traditional search engines, social media, and video platforms. If ChatGPT becomes a regular entry point for inquiries, purchases, and recommendations, some of that budget could be redirected toward conversational AI formats.
This evolution would affect European advertisers and media outlets, including Spanish ones, which already compete for visibility on Google and social media. The possibility that some of ChatGPT's responses will incorporate content promoted in a more or less subtle way This would force a rethinking of marketing strategies, from organic positioning to paid campaigns, with a new intermediary controlling access to user attention.
At the same time, the presence of a major AI player capable of serving hyper-targeted ads could further strain the balance between innovation, privacy and informational pluralityThese are areas where the European Union has already shown particular sensitivity. It wouldn't be surprising if regulatory bodies were to scrutinize how these ads are labeled, prioritized, and explained within AI-generated responses.
User trust and risks to the quality of responses
The central question for many European users will be to what extent ChatGPT's responses will continue to be perceived as reliable and not influenced by commercial interestsIf some of the content displayed is paid for by advertisers, the question will inevitably arise as to whether the best possible answer is being received, or the one that best suits the payer.
Some internal studies cited in specialized media suggest that there are already users who They take it for granted that there are announcements or trade agreements. influencing certain responses, even before formal advertising formats are deployed. The introduction of visible ads, however subtle, could reinforce that feeling if not accompanied by very clear transparency.
Furthermore, for a service that has become a tool for work, study, and decision-making in Spain and throughout Europe, the perception of a mix between informative response and sponsored content This will be crucial. OpenAI will have to clearly distinguish which part of the output is purely generated and which responds to advertising interests, preventing ads from being mistaken for neutral recommendations.