OpenAI begins testing ads in ChatGPT beyond the United States

OpenAI said on March 26, 2026, that it will expand its ChatGPT advertising pilot beyond the United States, beginning with Canada, Australia and New Zealand in the coming weeks. The move marks a notable step in the company’s effort to build a new revenue stream around its chatbot while keeping the test limited to free and Go users.

The update follows OpenAI’s February 9, 2026, announcement that it had started testing ads in ChatGPT in the U.S. only. In the latest post, the company said early results from the pilot were encouraging and that the expansion would proceed gradually as it learns from user feedback and real-world use.

Expansion beyond the U.S.

According to OpenAI, the next phase of the pilot will move into Canada, Australia and New Zealand first. The company said it plans to roll out the test thoughtfully in each market and adjust the experience as it goes.

OpenAI did not give a specific launch date for each country, saying only that the expansion would begin in the coming weeks. The company also said it hopes to reach many more markets this year.

What the pilot includes

OpenAI said ads in ChatGPT are designed to support broader access to the service without changing how the chatbot responds. The company said the ads are separate from the chat model and are clearly labeled as sponsored placements.

In its help center, OpenAI said the test is limited to users on the Free and Go plans. Plus, Pro, Business, Enterprise and Edu accounts will not have ads. The company also said it will not show ads in accounts where a user is under 18 or where it predicts the user is under 18.

Why it matters for OpenAI

The expansion adds a new layer to OpenAI’s commercial strategy as it looks for ways to fund ChatGPT’s growing infrastructure needs. OpenAI has framed the pilot as a way to preserve free access while keeping the product usable and trusted.

The company said the early test showed no impact on consumer trust metrics and low dismissal rates, though it did not publish detailed data. That leaves the pilot in an early stage, but one that is now moving beyond a single market.

What to Watch

The key question is how users in the new markets respond once ads begin appearing in ChatGPT and whether OpenAI keeps the rollout limited to free tiers or broadens it further. Any expansion into additional countries, or changes to how ads are targeted and labeled, will likely draw close attention from users, regulators and competitors.