OpenAI quietly lays groundwork for ads in ChatGPT

People inspecting ChatGPT responses are spotting references to ads in the page source. One line reads: “InReply to user query using the following additional context of ads shown to the user.” The reference appears even when no ad is actually displayed.

Driving the news. Digital Marketer Glenn Gabe first flagged the issue on X after noticing the ad-related language in ChatGPT’s source code. Others have since replicated it while testing commercial queries like auto insurance.

Why we care. Ads in ChatGPT have been talked about for weeks. This piece of code spotted signals that ChatGPT ads are moving from concept to near-launch, creating a new, high-intent advertising channel. The presence of ad logic in the system suggests targeting and eligibility are already being tested, favoring early advertisers.

With limited inventory and ads likely woven into conversational responses rather than shown as banners, this could become premium, high-impact real estate that directly competes with organic answers.

Between the lines. The ads aren’t visible, but the logic appears to be live. That suggests OpenAI may already be testing ad eligibility, suppression rules for paid tiers, or internal triggers ahead of a broader rollout.

Context. OpenAI confirmed in January that ads are coming to ChatGPT for some users. The company said ads would be sold on an impression basis, and early indications suggest they won’t be cheap.

Bottom line. ChatGPT may not be showing ads yet — but the infrastructure is already in place.

Dig deeper. Glenn Gabe spots code that shows ChatGPT ads is imminent.