ChatGPT now tracks users for ads by default as OpenAI looks for new revenue

Editor's take

OpenAI has enabled user tracking for advertising purposes by default on its free ChatGPT service in regions where ads are currently displayed. This shift marks a significant move by the company to diversify revenue beyond its enterprise and API offerings, directly impacting the experience of its substantial free user base.

The decision to activate marketing cookies without explicit opt-in for free users, while exempting paying subscribers, highlights the ongoing tension between user privacy and the economic realities of scaling large language models. This approach raises questions about data consent and how OpenAI balances its rapid growth with user trust, particularly as competitors like Google and Meta also leverage user data for ad-supported services.

Future developments to monitor include the user uptake of opt-out features, any regulatory scrutiny this default tracking might attract, and whether this revenue strategy proves sustainable or prompts a shift in OpenAI's user data policy. The company's ability to maintain user engagement while monetizing through advertising will be a key indicator of its long-term viability.