OpenAI brings ads to ChatGPT in India, targeting free and Go users
The AI giant is diversifying its revenue ahead of a potential IPO by launching a new advertising product in its largest user market, partnering with major agencies to manage the rollout.
OpenAI has announced it will begin displaying advertisements on the free and Go subscription tiers of ChatGPT in India, marking a significant expansion of its advertising strategy. The initial rollout will feature ads from 50 brands, with the company partnering with global agencies WPP and Omnicom to manage the programme. This move follows changes to the company’s terms of service earlier this month, which indicated that ads would be shown to users while they interact with the AI assistant.
The decision to target India is driven by the sheer scale of the user base, with OpenAI reporting more than 100 million weekly active ChatGPT users in the country as of February. A large proportion of these users are on the free tier or the lower-priced Go plan, which was launched in August 2025 at a cost of less than $5. To support this growth, the company previously ran a limited promotion making the Go tier free for a year and has heavily advertised its products during major sports tournaments such as the Women’s Premier League and the Indian Premier League.
For marketers, OpenAI will launch an ad manager next month, allowing businesses to create campaigns with a daily minimum budget of ₹725, approximately $7.60. Dave Dugan, head of global ads solutions at OpenAI, stated that the new product allows businesses of every size to introduce themselves at relevant, high-context moments when decisions are beginning to take shape. The company has also recently hired Uber’s India head to lead its expansion efforts in the region, signalling a deeper commitment to the local market.
This expansion follows the introduction of ads for users in the United States in February and a subsequent rollout in Europe earlier this month. The move is part of a broader effort by OpenAI to diversify its revenue sources ahead of a potential initial public offering, which is expected this year or next. According to The Wall Street Journal, the AI lab recorded revenue of $6.7 billion in the second quarter ended June 2026, an increase from $5.7 billion in the previous quarter.
Investors will be watching how this new revenue stream contributes to the company’s long-term goals. The Information reported last November that OpenAI aims to reach 220 million paying subscribers by 2030, with 35 million users currently paying for its Plus and Pro plans. By monetising its free and low-cost tiers in India, OpenAI is seeking to convert its massive user base into a more sustainable financial model.
