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OpenAI, the developer of ChatGPT, is introducing ads in its chatbot in Europe as well. (File photo)

OpenAI, the developer of ChatGPT, is introducing ads in its chatbot in Europe as well. (File photo)

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Ad-free for professionals, ads for free users and beginners: OpenAI is focusing on new revenue streams. Here’s how the offering for businesses and consumers is structured.

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The AI company OpenAI is expanding its advertising business with its ChatGPT chatbot to Europe. The ads will go live next Monday (August 24) in 31 European markets. In addition to Switzerland, the rollout includes Germany, Austria, France, Spain, Italy, Poland, as well as the Benelux and Scandinavian countries.

A Clear Distinction and a Focus on Data Protection

To avoid jeopardizing user trust, OpenAI plans to make advertising content visually distinguishable from chat content. Dave Dugan, Vice President of Ads at OpenAI, told the news agency dpa: “ChatGPT’s response is clearly separated from the ads and distinctly delineated. There is a gray line below ChatGPT’s actual response, and an ad may appear below that line.”

At the same time, the company promised that advertisers would not have access to chat histories. Dugan said, “When it comes to ads, we always prioritize protecting the privacy of conversations. We do not share any information from conversations with advertisers. This is extremely important to us—especially because some users confide very personal matters to ChatGPT.”

Ad-free in the subscriptions for professionals

For users who prefer an ad-free environment, the company points to its subscription plans. “If someone doesn’t want to see ads for any reason, they can switch to ChatGPT Plus or Pro,” Dugan said. The Plus subscription costs just under 23 euros per month in Europe, while the significantly more comprehensive Pro plan costs as much as 229 euros per month. The entry-level ChatGPT Go plan, which costs just under seven euros per month, is not ad-free.

A Change in Strategy at OpenAI

By deciding to adopt an ad-supported business model, OpenAI had undergone a strategic shift in early 2026. Company co-founder and CEO Sam Altman had previously been strictly opposed to the idea. In the fall of 2025, however, he spoke more openly about the issue in interviews. He cited Instagram as an example of advertising that could be useful if done well.

Faced with high operating costs for running its massive AI models, OpenAI is trying to tap into new revenue streams. The main focus is on generating revenue from free users. According to current estimates, more than 80 percent of the over one billion monthly users still use the free version of ChatGPT. To ensure this group is no longer viewed solely as a cost center, the company is increasingly relying on ads and more affordable entry-level subscriptions.

Getting Started with Major Advertising Agencies

The expansion of the advertising business into Switzerland and Europe comes exactly six months after the launch of OpenAI’s first advertising test run in the U.S. According to the company, the service has evolved from a pilot project into a global platform that is now used by tens of thousands of advertisers. For its European market launch, OpenAI is initially partnering with major advertising agencies such as Publicis, WPP, Omnicom, MediaPlus, and Havas. A self-service tool for smaller businesses and independent professionals is expected to follow shortly.