OpenAI Shifts Strategy: In-Chat Ads and Global ChatGPT Go Launch

On January 16-17, 2026, OpenAI announced two fundamental changes in monetization. First, the company begins the global rollout of the ChatGPT Go tier—a budget subscription for the mass user. Second, testing of ad units begins in the Free and Go versions. OpenAI assures that ads do not influence response generation and data is not shared with third parties.

Analysts see this as an inevitable step: maintaining infrastructure requires colossal funds that cannot be covered by Pro/Enterprise subscriptions alone. The introduction of ads turns ChatGPT into a direct competitor to Google search engines, opening a new front in the war for marketing budgets.

Source: Reuters / OpenAI