Sam Altman on AI, Advertising, and Privacy (2024–2025)

Over 2024–2025 Sam Altman's stance on advertising and AI has evolved significantly. Historically he viewed ads as a "tax" on users, prizing ChatGPT's subscription model as a way to keep answers unbiased. In recent interviews and talks, however, he's begun to soften that view. He now says he can imagine "some cool ad product we can do that is a net win to the user".

For example, he explicitly praised Instagram's ads, noting "I love Instagram ads…they've added value to me… I actively like Instagram ads". At the same time Altman still "kind of…[doesn't] like ads that much", and he stresses that any ads must be carefully integrated so as not to degrade user experience or trust.

The Evolving Stance on Advertising

Altman admits his position has softened. He pointed out that highly relevant, discovery-driven ads (as on Instagram) can help users find products they want, even though most internet ads felt like noise. He repeatedly emphasizes caution – saying "we approach ads with great caution" – and prefers other monetization (like charging for AI "agents") over traditional ads.

As he put it on OpenAI's podcast: "We haven't done any advertising product yet. I'm not totally against it. … I think ads on Instagram [are] kinda cool… but it'd take a lot of care to get right." In short, he no longer flatly rules out advertising, but insists it must help users rather than distract them.

Ads in ChatGPT and the "Pulse" Feed

OpenAI's new ChatGPT Pulse feature (a personalized morning briefing) was touted by Altman as his "favorite" recent launch. During the 2025 DevDay Q&A he said there are "no current plans" to put ads into Pulse or ChatGPT, but he also hinted it could happen eventually. He specifically mentioned that Instagram-style ads might be a model for Pulse.

In The Verge's reporting, Altman explained that while Pulse has no ads now, OpenAI is "actively discussing" them internally and is inspired by Instagram's "relevant" ads. Crucially, he again warned any such ads must truly help users. He said Pulse ads would have to be useful recommendations – if so, "maybe there's something to do there" – but he added, "we approach ads with great caution."

In sum, he leaves the door open to ads inside ChatGPT's new feed ("Pulse"), but only as a carefully designed feature that adds value rather than annoyance.

Monetization Models and Ethics

Altman has repeatedly said he prefers non-ad monetization models. He's championed affiliate commerce: for example, if a user buys something via ChatGPT's Deep Research feature, OpenAI could take a small percentage fee. He explained: "if you buy something through Deep Research…we're going to charge like a 2% affiliate fee… that would be cool, I'd have no problem with that."

This approach would let OpenAI earn revenue without ever altering the content of search results or answers for advertisers. In fact, Altman insists OpenAI will never sell placement or bias answers for ads – "we're never going to take money to change placement or whatever". He sees this kind of commerce-based model as higher priority than running display ads.

As he put it, "I'm not going to say what we will and will never do… but there's a lot of interesting ways that are higher on our list of monetization strategies than ads right now."

Trust as a Core Value

Altman also frames advertising in terms of user trust. ChatGPT's strong point, he says, is that users trust it to give unbiased help. If ads were to influence answers, that trust would evaporate. On one podcast he noted that users have "a very high degree of trust in ChatGPT," and that ChatGPT's incentives are aligned with users, so it shouldn't be "taking anything from those transactions".

He believes any ad or paid model must be assistive – for instance, clearly labeled recommendations or commerce suggestions – not surreptitious or manipulative. In analysis, observers note Altman envisions ads as high-intent, contextual suggestions (similar to Instagram's success) rather than random pop-ups.

Data Privacy and User Targeting

Privacy and user data concerns also factor into Altman's thinking. He has publicly argued that ChatGPT conversations are highly sensitive and should have legal protections akin to doctor–patient confidentiality. In mid-2025 he warned on a podcast that "there's no legal confidentiality" for talking to AI, meaning chats could be subpoenaed.

He said this is "very screwed up" and that "we should have the same concept of privacy" for AI dialogues as for therapy sessions. This emphasis on privacy suggests OpenAI would be extremely careful about how user data is used for ads. Indeed, Altman acknowledged that users will only adopt AI agents if they trust them absolutely.

At TED 2025 he quipped that people "will not use our agents if you do not trust that they're not going to empty your bank account or delete your data" – a point underscoring how even the perception of misuse would be fatal.

Key Takeaways

• Sam Altman has shifted from opposing ads to cautiously considering them. He still "kind of hates ads" as an aesthetic choice, but now admits that well-designed ads could be useful to users.
• ChatGPT itself remains ad-free for now. Altman says there are "no current plans" to put ads in ChatGPT or Pulse, though he explicitly does not rule out Instagram-like sponsored suggestions in the future.
• He strongly emphasizes user trust and value. Any advertising feature must be a "net win" for users and handled with "great caution". He's especially wary of biasing answers for money: OpenAI will "never take money to change placement" of answers.
• Monetization is currently focused on subscriptions, apps, and commerce. Altman and his team have rolled out paid features (Pro subscriptions, Instant Checkout, apps) and seem more excited about those than banner ads. He cites affiliate-fee models as a clear way to earn revenue without compromising answer quality.
• Privacy is paramount. Altman insists AI conversations should have confidentiality protections like a therapist–patient relationship. He warns that OpenAI's business model depends on not betraying user data, since people won't trust AI if they fear their personal chats are exposed.

Implications for the Industry

Altman's careful approach to advertising in AI systems reflects broader industry concerns about maintaining user trust while exploring monetization options. His emphasis on value-add advertising models, rather than traditional display ads, suggests a potential future where AI-integrated advertising becomes more contextual and helpful rather than interruptive.

For advertising professionals, this signals an opportunity to rethink campaign strategies around AI platforms – focusing on genuine utility and transparent value propositions rather than traditional targeting and placement tactics.