OpenAI introduces ChatGPT advertising in Europe

OpenAI is implementing a significant shift in its business model by introducing advertisements to ChatGPT, starting August 24 in 31 European countries, including Italy, Denmark, Spain, Germany, France, and others. The ads will be targeted at users with Free or Go subscriptions and will be clearly labeled as sponsored content. Users with Plus, Pro, Business, or Enterprise plans will not see these advertisements.

This move is driven by the high operational costs of maintaining large language models, with OpenAI reporting significant operating losses in 2025. The introduction of ads positions OpenAI to compete more directly with traditional search engines for digital marketing revenue.

In addition to advertising, OpenAI is rolling out new features, including a plugin for macOS that allows ChatGPT to interact with Apple Messages on devices equipped with Apple Silicon. The company is also reportedly developing a security feature that would allow users to protect specific chat histories with a PIN or fingerprint authentication to enhance privacy.