Advertising is set to be introduced within the free ChatGPT service, signalling a shift in how the platform will be monetised as its user base continues to expand rapidly. The move reflects OpenAI's plans to turn widespread adoption into a sustainable revenue stream.

The company confirmed that ad testing will begin in the coming weeks, with sponsored content shown at the bottom of relevant ChatGPT responses. OpenAI said advertisements will be clearly labelled and separated from organic answers.

ChatGPT now serves more than 800 million users globally, most of whom currently access the service at no cost. Despite the high valuation, the company has continued to operate at a loss while expanding its infrastructure and AI capabilities.

Advertising represents OpenAI's latest effort to diversify income beyond paid subscriptions and enterprise services. Sponsored recommendations will be shown only when products or services are deemed relevant to the user's ongoing conversation.

The shift places OpenAI closer to traditional digital platform business models, raising broader questions about how commercial incentives may shape conversational AI systems as they become central gateways to online information.