HomeOpenAI COO says ads will be an iterative process
Last month, OpenAI announced plans to introduce advertisements for users on its free and Go tiers of ChatGPT. The company began rolling out ads to U.S. users earlier this month, sparking criticism from competitors like Anthropic, which recently launched a series of Super Bowl commercials.
During the India AI summit, TechCrunch spoke with OpenAI COO Brad Lightcap about the company’s strategy for integrating ads. Lightcap explained that the rollout is an iterative process, emphasizing the need to prioritize user privacy and maintain trust.
“This will definitely be an iterative process,” Lightcap stated. “We are committed to getting it right, which means maintaining user trust at a very high level and ensuring privacy is handled correctly.”
He also noted that ads can enhance the user experience if implemented properly, urging critics to allow OpenAI several months to evaluate the rollout’s success.
“Our goal is to create a delightful product experience,” he said. “We believe that well-executed ads can add value to the user journey. It will take time and iteration, but since we are just starting, we ask that you give us a few months to see how it progresses.”
Lightcap did not clarify whether OpenAI plans to expand the ad rollout beyond the U.S. market at this time.
Earlier this month, Sam Altman responded to Anthropic’s Super Bowl campaign with a detailed post on X, labeling the rival “dishonest” and accusing them of offering an expensive product designed primarily for “rich people.”
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Over 1,000 founders and investors will gather at the TechCrunch Founder Summit 2026 for a full day dedicated to growth, execution, and real-world scaling. Gain insights from industry-shaping founders and investors. Network with peers facing similar challenges. Leave with actionable strategies you can implement right away.
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Boston, MA|June 9, 2026REGISTER NOW“More importantly, we believe everyone deserves access to AI and are committed to providing free usage because we believe access empowers users,” Altman wrote. “More Texans use ChatGPT for free than the total number of people using Claude in the U.S., so we face a fundamentally different challenge.”
Various reports indicate that OpenAI is charging $60 for 1,000 ad impressions, a rate considered unusually high. Last month, Adweek reported that OpenAI requires a minimum commitment of $200,000 from advertisers. Earlier this week, The Information revealed that Shopify is enabling its merchants to advertise on ChatGPT via its Shop Campaigns ad network, joining early adopters such as Target, Williams Sonoma, and Adobe.
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Last month, OpenAI announced plans to introduce advertisements for users on its free and Go tiers of ChatGPT. The company began rolling out ads to U.S. users earlier this month, sparking criticism from competitors like Anthropic, which recently launched a series of Super Bowl commercials.
During the India AI summit, TechCrunch spoke with OpenAI COO Brad Lightcap about the company’s strategy for integrating ads. Lightcap explained that the rollout is an iterative process, emphasizing the need to prioritize user privacy and maintain trust.
“This will definitely be an iterative process,” Lightcap stated. “We are committed to getting it right, which means maintaining user trust at a very high level and ensuring privacy is handled correctly.”
He also noted that ads can enhance the user experience if implemented properly, urging critics to allow OpenAI several months to evaluate the rollout’s success.
“Our goal is to create a delightful product experience,” he said. “We believe that well-executed ads can add value to the user journey. It will take time and iteration, but since we are just starting, we ask that you give us a few months to see how it progresses.”
Lightcap did not clarify whether OpenAI plans to expand the ad rollout beyond the U.S. market at this time.
Earlier this month, Sam Altman responded to Anthropic’s Super Bowl campaign with a detailed post on X, labeling the rival “dishonest” and accusing them of offering an expensive product designed primarily for “rich people.”
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Boston, MA|June 9, 2026REGISTER NOW“More importantly, we believe everyone deserves access to AI and are committed to providing free usage because we believe access empowers users,” Altman wrote. “More Texans use ChatGPT for free than the total number of people using Claude in the U.S., so we face a fundamentally different challenge.”
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