OpenAI COO says ads will be 'an iterative process'

February 25, 2026

TL;DR

OpenAI is rolling out ads to free and Go tier users of ChatGPT, starting with U.S. users.
COO Brad Lightcap described the ad rollout as an iterative process, prioritizing user privacy and trust.
Lightcap believes that ads, if done correctly, can be additive to the product experience.
CEO Sam Altman criticized rival Anthropic's Super Bowl ads, emphasizing OpenAI's commitment to free AI access.
OpenAI is reportedly charging high rates for ads and has secured commitments from major advertisers.
Shopify is enabling its merchants to advertise on ChatGPT through its ad network.

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