OpenAI COO Addresses Ads in ChatGPT, Calls It an 'Iterative Process'

OpenAI is rolling out ads to free and Go tier users, facing criticism from rivals like Anthropic.

Published on Feb. 25, 2026

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OpenAI COO Brad Lightcap says the company is committed to getting ads right in ChatGPT, maintaining user trust and privacy. He notes that ads can enhance the product experience if done properly, and asks for a few months to see how the rollout goes. Lightcap didn't specify if ads will expand beyond the U.S. market for now.

Why it matters

The introduction of ads in ChatGPT, OpenAI's popular AI chatbot, is a significant move that has drawn criticism from rivals like Anthropic. How OpenAI navigates this process will impact user experience and perception of the platform.

The details

OpenAI started rolling out ads to U.S.-based users of the free and Go tiers of ChatGPT earlier this month. COO Brad Lightcap says this will be an 'iterative process' for the company, focused on maintaining user trust and privacy. Lightcap believes ads can enhance the product experience if executed properly, and has asked for a few months to see how the rollout goes.

  • OpenAI introduced ads to ChatGPT earlier this month.
  • Lightcap's comments came on the sidelines of the India AI summit.

The players

Brad Lightcap

The Chief Operating Officer of OpenAI.

Sam Altman

The CEO of OpenAI, who recently hit back at rival Anthropic over their Super Bowl ads.

Anthropic

An AI research company that has criticized OpenAI's move to introduce ads in ChatGPT.

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What they’re saying

“Well, this is going to be an iterative process for sure. This is something we are committed to getting right. What does that look like? It means obviously maintaining user trust at a very high level. It means getting privacy right.”

— Brad Lightcap, COO, OpenAI (TechCrunch)

“It means really creating a delightful product experience. We think ads done right can be additive to a product experience. And so it'll take iteration, it'll take time, but we're just starting out. So maybe give us a few months and see how it goes.”

— Brad Lightcap, COO, OpenAI (TechCrunch)

“More importantly, we believe everyone deserves to use AI and are committed to free access, because we believe access creates agency. More Texans use ChatGPT for free than the total number of people who use Claude in the US, so we have a differently-shaped problem than they do.”

— Sam Altman (X (formerly Twitter)

What’s next

OpenAI has not specified if it plans to expand the ad rollout beyond the U.S. market at this time.

The takeaway

OpenAI's introduction of ads in ChatGPT is a significant move that will require careful execution to maintain user trust and privacy. The company's iterative approach and focus on creating a delightful ad experience will be crucial as it navigates this new revenue stream.