Free users are costly for OpenAI. One of its biggest challenges throughout this change will be introducing ads at scale, without deteriorating trust or pushing users to competing chatbots, like Google’s Gemini or Anthropic’s Claude.
“It’s not going to be easy for ChatGPT to, let’s say, erode the quality of the experience without losing a lot of users,” says Stefano Puntoni, a marketing professor at Wharton who researches generative AI. Neither of OpenAI’s main competitors features sponsored ad…

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