Published October 12, 2026 · AI News
OpenAI is adding a new kind of ad to ChatGPT: visual ads shown while ChatGPT generates an image. Testing starts later in October in the U.S. with a first group of advertisers, and only people on the Free and Go plans will see them.
What’s new
| Details | |
|---|---|
| New format | Visual ads showing product ideas, product use or experiences, displayed during image generation |
| Who sees ads | Free and Go users only; Plus, Pro, Business and Enterprise stay ad-free |
| Where | U.S. test first; no date for Canada |
| Labelling | Ads are clearly labelled and kept separate from your generated image |
| Answers | OpenAI says ads do not influence ChatGPT’s answers and advertisers can’t see your conversations |
| For advertisers | New measurement partners (AppsFlyer, Adjust, LiveRamp and others) and brand-safety pilots with DoubleVerify and Integral Ad Science |
How ChatGPT ads have grown in 2026
- Earlier this year: a single sponsored unit at the bottom of answers, with a headline, image and link.
- August: shopping carousels pulled from retailer product feeds.
- Late October: visual ads during image generation (test).
OpenAI also says ads are blocked in sensitive or emotional conversations.
What it means for you
If you use ChatGPT for free in Canada, nothing changes yet. But the direction is clear: the free and low-cost plans are increasingly paid for by ads, while Plus and above stay ad-free. If ads bother you, that is one more point in favour of ChatGPT Plus, or of alternatives without ads such as Claude (see ChatGPT alternatives). Full plan prices: ChatGPT pricing.
Torn between the two biggest assistants? Read our ChatGPT vs Claude comparison.