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OpenAI tries ads in ChatGPT — but it won’t save them

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OpenAI has been doing ads in ChatGPT in the US since February and just launched in Australia, New Zealand, and Canada.

This surprised people who’d never encountered Sam Altman. Here’s Altman at Harvard Business School in May 2024, answering an audience question about whether he’d put ads into ChatGPT: [YouTube]

You’ll see us do a lot more to make the free tier much better over time. And I’m interested in figuring out how we bring the equivalent concept to the API. But I kind of think of ads as like a last resort for us for a business model.

It’s 2026, and OpenAI’s getting a bit last-resorty.

OpenAI’s business numbers for ChatGPT have never worked, ever. We’ve been yelling about this since 2024, when Altman was saying “no ads.”

OpenAI was spending $2.35 for each dollar of revenue then. It’s only gotten more expensive since. And OpenAI is starting to run out of other people’s money.

Near the end of 2025, OpenAI hired on a whole pile of people who’d most recently worked at Meta. People who were quite well acquainted with Meta’s stupendous digital advertising engine: [Information, archive]

staff have angsted over the prevalence of people at OpenAI who previously worked for Meta, and over whether OpenAI will become more like the social media and digital advertising giant.

Sam wishes OpenAI would become more like Meta. In November 2025, developer Tibor Blaho found a pile of ad code inside the ChatGPT Android app: [Twitter, archive]

ChatGPT Android app 1.2025.329 beta includes new references to an “ads feature” with “bazaar content”, “search ad” and “search ads carousel”.

In December, OpenAI floated the idea of ads in the chatbot output a bit more aggressively: [Information, archive]

Employees have discussed ways to tweak AI models to prioritize sponsored information in ChatGPT’s responses when users ask relevant queries, a person familiar with the discussions said. For instance, a Sephora-sponsored beauty product ad could appear when a user is searching for mascara recommendations.

… some employees feel an ads push would be counter to the company’s loftier goals of achieving artificial general intelligence, or when AI can surpass human performance in a variety of tasks.

Ads? Or Roko’s basilisk? Tricky choice. OpenAI went for the ads. The company announced in January it was going to start ad testing. On 9 February, the ads went live. [OpenAI; OpenAI]

ChatGPT shows the ads in a box below the chat. The ads only show up on the free and “Go” levels. The $20-a-month subscribers won’t see the ads. Yet.

OpenAI thinks the ad programme will be the biggest thing ever. They claim their ads will pull in $102 billion by 2030: [Information, archive]

OpenAI expects advertising to generate about $2.4 billion in revenue this year and to quadruple next year, to nearly $11 billion, according to financial forecasts from the first quarter, which haven’t previously been reported.

… In 2030, OpenAI expects ads to generate about $102 billion, or 36% of its total revenue for that year.

OpenAI is just making up imaginary future numbers here. For comparison, Meta made $196 billion in ad revenue in 2025. That’s across all of Facebook, Instagram, Threads and WhatsApp. Netflix took in $1.5 billion in 2025 from TV ads. [Meta; Netflix, PDF]

OpenAI’s ad prices start at $60 per 1,000 impressions. That’s a premium rate. It’s the sort of price you pay for ads on a live NFL football game. I do not believe free OpenAI users are as premium as that. [FT, archive]

The ads are not so attractive to ad buyers because OpenAI’s advertisers can’t show their clients if OpenAI ads even worked. Also, the ads are weirdly hard to buy: [Information, archive]

OpenAI hasn’t yet offered marketers any automated way to buy ad space. Buyers have had to rely on making phone calls and sending spreadsheets and emails to OpenAI representatives, one ad executive said. More importantly, advertisers found it hard to tell whether the ads were paying off.

That’s partly because OpenAI hasn’t provided advertisers with much information beyond how often people have viewed and clicked on the ads. That’s a contrast to established digital media firms and ad technology companies, which offer advertisers a clearer picture of the type of audience seeing an ad and whether it drove business.

That is, the advertisers want the sort of intrusive personal data they expect from Facebook and Google and our 900 trusted partners.

OpenAI understands that sort of personal data leakage is a formula for yet more bad press. But also, they really need the money. OpenAI is running out of ready cash. OpenAI is flailing about looking for money anywhere.

So OpenAI is, in due course, going to give your personal details to 900 trusted partners. And they will tweak the output of the chatbot to be a bit more advertiser-friendly. They can’t afford not to.

OpenAI cannot pump through ads nearly fast enough to make up the fantasy numbers they’re forecasting and beat their ghastly burn rate. This is not the one weird trick that just might work. The ads might make ChatGPT suck even more, though.


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mkalus
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People Are Selling Kills of Marathon’s Hardest Boss on eBay

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People Are Selling Kills of Marathon’s Hardest Boss on eBay

The Complier is the hardest boss to reach in the extraction shooter Marathon. To even have the chance to fight it, you need to have cleared six vaults—increasingly elaborate puzzle rooms—in the Cryo Archive, Marathon’s end game map. To even get the chance to enter each of those vaults, you need to obtain a key for each. To even get a chance to get one of those keys, you need to kill another set of bosses or find them in dangerous runs of another map. And if you do find a key, or you bring one into Cryo Archive to use, another team of players may simply kill you and take it from you. 

Or, you could pay a random guy on eBay to kill the Compiler for you. 

“Too busy with life? Want to hop on after a long day with a vault full of loot? Look no further!,” the description for a listing on eBay says. The listing itself is advertising a “Cryo Archive Compiler Kill.”

💡
Do you know anything else about what is happening in the world of Marathon? I would love to hear from you. Using a non-work device, you can message me securely on Signal at joseph.404 or send me an email at joseph@404media.co.

“Since the old Destiny loot cave days, I have loved helping players get the most out of their enjoyment with the game. Whether you want lots of loot, a higher rank, or a fun group of people to play with, my goal is simple: help you get results without wasting time,” it adds.

Paid boosting in video games is, obviously, not new. For years players without enough time to do it themselves have paid other people real money to grind Call of Duty experience for them, get to a certain rank in World of Warcraft, or obtain specific loot in Arc Raiders. But I found the Compiler kill offer especially jarring because it is something that requires so much time and skill from the person offering the boost. Killing, even getting to, the Compiler is not a mindless grind. You have to play a lot of Marathon to get there, and be good at the game. That, and personally it is a goal Emanuel, Matthew, and myself are slowly working towards, because that slow, painful progress is so satisfying to do yourself. 

People Are Selling Kills of Marathon’s Hardest Boss on eBay
A screenshot of the listing.

One attraction of killing the Compiler is that you get a unique character skin after doing so, something that in the know players will definitely notice you flaunting. There is also a chance to get the Biotoxic Disinjector weapon as a reward. This is a ludicrous gun that shoots both slime and grenades, and Bungie already had to lower its power once. If you want one Biotoxic Disinjector, the booster is charging $200. If you want three, you need to cough up $400. If you’re happy with just the kill itself, it costs $125. According to the listing, 15 people have paid for this particular service.

The eBay listing says buyers can have the booster play on the customer’s account, or “You play with us (Me and one more good player) *More expensive.” They also let you pay and play with another person of your choosing, but keep it hidden from them you’re paying for a boost, if you want to add some friendship deception in there too. 

I noticed at least one listing advertising a similar Compiler kill service has been removed from eBay. Bungie, Marathon’s developer, did not respond to a request for comment, and I specifically asked Bungie if these boost services violate its rules.

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Japan Is Building Cardboard Suicide Drones

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Japan Is Building Cardboard Suicide Drones

Japan’s Minister of Defense Shinjirō Koizumi posed with a cardboard drone on Monday during a meeting with drone manufacturer AirKamuy. The AirKamuy 150 is a cheap pre-fab cardboard drone meant to die on the battlefield and it comes shipped in a flatpack like an IKEA shelf.

According to Koizumi, Japan’s military has already begun to use the cardboard drone. “The Japan Maritime Self-Defense Force is already utilizing them as targets,” he said in a post on X. “In aiming to become the Self-Defense Forces that makes the most extensive use of unmanned assets, including drones, in the world, strengthening collaboration with startups enthusiastic about the defense sector is indispensable.”

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The Easy Riders Collection Is Peak Circular Design Chic

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The Easy Riders Collection Is Peak Circular Design Chic

A one-of-a-kind piece is, by nature, special–it is singularly the only thing that exists like it. FREITAG prides itself on circular design in every respect of the process, reclaiming used (but not finished) truck tarps and billboard material, transforming a material that would otherwise go unused into something totally unique. Their new Easy Riders collection features cute catchalls, expertly designed to fit snugly on to the frame or handlebars of your bike. That’s not all–these bags can transform into messengers, conveniently coming with you with a simple clip-on strap. Build your ideal setup, stay prepared, and take it on the road, wherever that may be.

A green Freitag handlebar bag is attached to the handlebars of a bicycle with brown leather grips, photographed against a white background.

The F140 FRAN is a crossbody bag and a bike pouch in one, clipping on to the front of your handlebars with ease. An easily convertible bag from day to night, sling it crossbody to take your essentials from trail to town with ease.

A messenger bag with a pink and green diagonal design, black strap, and a visible FREITAG logo on the front, placed against a plain white background.

The F141 BERYL is an asymmetrical cycling bag that sits snugly on the top tube, with a handy strap for the seat tube to keep things secure.

A silver bicycle with tan tires and a tan leather seat, featuring a blue and white FREITAG messenger bag attached to the frame.

A small green shoulder bag with a black adjustable strap and a label reading "FREITAG" on the front.

A man stands beside a BMX bike covered in yellow sticky notes. He wears oversized pants, a striped shirt, a shoulder bag, and holds the handlebars with a croissant attached.

Stationary bike with a blue bag, a croissant on the left handlebar, and a coffee cup on the right handlebar, against a plain white background.

Two people wearing crossbody Freitag bags stand next to a blue bicycle, with a third Freitag bag attached to the bike frame.

Two women sit on a stationary tandem bicycle; one holds a map, the other a camera, with accessories and bags, against a plain white background.

Close-up of a person wearing a blue skirt on a bicycle, with a small yellow and black FREITAG bag attached under the seat.

Small but mighty, the F142 HEINZ sits at the back of the seat post, strapped to the bottom of the saddle. For your most precious objects, even a little mud won’t stand a chance against the tarp material, waterproof and meant to withstand even the toughest elements. This mini bag can also be clipped to a bag, belt, or as a standalone crossbody bag. Each one unique, you’ll carry a piece of manufactur, as well as a sense

A man rides a stationary bicycle equipped with various gadgets, measuring devices, and mirrors, posed against a plain background.

An older woman with gray hair smiles while holding a small, pinkish mask in her raised hand. She wears a blue jacket, black skirt, dark shoes, and a crossbody bag.

FREITAG is on a mission to keep bags in use, not in the closet or worse, landfill. Each piece is unique, upcycling a core tenet of the values of the brand. They walk the walk where many do not–offering Repair, Take-Back, and Rent services, you can truly keep your bag in use, as long as you’d like.

An older woman waves while sitting on a stationary bicycle equipped with a desk, lamp, and small shelves, against a plain white background.

To learn more about the Easy Riders collection from FREITAG, visit freitag.ch.

Photography by Silvia Possamai.

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World’s Largest Digital Human Rights Conference Suddenly 'Postponed'

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World’s Largest Digital Human Rights Conference Suddenly 'Postponed'

Days before thousands of researchers, academics, and human rights experts were set to convene in Lusaka, Zambia, the government of Zambia announced it was postponing RightsCon, one the largest and most important digital human rights conferences in the world. The announcement, which came as some participants and speakers were already en route to the conference, has sown confusion and chaos in the academic community. 

Minister of Technology and Science Felix Mutati first announced the postponement on April 28, saying that Zambia needed more time to ensure the conference “fully [aligns] with national procedures, diplomatic protocols, and the broader objective of fostering a balanced and consensus-driven platform for dialogue.” 

“In particular, certain invited speakers and participants remain subject to pending administrative and security clearances, which have not yet been concluded," he added, according to the Lusaka Times.

It is unclear what is going to happen because Access Now, the organization that throws RightsCon, has not yet officially canceled the event. An “important update” from the RightsCon team on its website states. “We are aware of a media announcement indicating RightsCon has been postponed by the Government of Zambia and understand the panic it must be causing for our participants, especially those traveling to Lusaka. We have not yet received formal communication from the government and have requested an urgent meeting with the involved Ministries. We are on the ground coordinating with our partners and hope to have more information today (Wednesday, April 29).” There has not been an update from Access Now or RightsCon.

But on Wednesday afternoon the Zambian government reinforced Mutati’s statement but did not clarify it. “The postponement was necessitated by the need for comprehensive disclosure of critical information related to key thematic issues proposed for discussion during the Summit," Kawana said. “Such disclosure is essential to ensure full alignment with Zambia’s national values, policy priorities, and broader public interest considerations,” Thabo Kawana, the Permanent Secretary for the Ministry of Information and Media reinforced Mutati’s statement but did not clarify it. 

RightsCon was set to take place in Lusaka May 5-8. The postponement comes amid a broader backlash to academic digital human rights research in the United States and around the world; researchers who study social media content moderation and related topics have, for example, had their visas revoked by the Trump administration.

It has been a difficult few years for RightsCon—last year, the conference took place in Taipei, Taiwan, but some participants had to pull out or participate virtually at the last minute because of the wholesale destruction of USAID and many U.S. government research grants under the Trump administration and Elon Musk’s Department of Government Efficiency. In 2023, roughly 300 RightsCon participants, largely from the global south, were unable to attend the conference in Costa Rica due to visa-on-arrival issues.

Several RightsCon participants reached by 404 Media said they were unsure what they were going to do, and weren’t sure if they were going to get on their flights to Lusaka.

RightsCon did not respond to 404 Media’s request for a comment.

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Tokenmaxxing: “How much did you spend in tokens?” — CEO of tokens

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Let’s just marvel at the AI jargon word “toxenmaxxing” — when you’re AI coding at work, run up as absolutely high an AI token bill as you possibly can. Why? Because it’s the future! And not just stupid.

The idea’s been hot with the AI bros for a while now. But tokenmaxxing really joined the chat when Jensen Huang of Nvidia went on the All-In Podcast on 19 March: [YouTube]

Let me give you a thought experiment. Let’s say you have a software engineer or AI researcher and you pay them $500,000 a year. We do that all the time, okay, this is happening all of the time. That $500,000 engineer, at the end of the year I’m going to ask him how much did you spend in tokens, and that person says $5,000, I will go ape-something-else. If that $500,000 engineer did not consume at least $250,000 worth of tokens, I am going to be deeply alarmed, okay, and this is no different than one of our chip designers who says, guess what, I’m just going to use paper and pencil, I don’t think I’m going to need any CAD tools.

Jensen sells the cards the tokens run on. Anthropic lose several dollars on every dollar they make, but Jensen makes money when you burn out a few more Nvidia cards. This is the CEO of tokens telling you to spend more on tokens.

On April 6th, The Information discussed Meta’s “Claudeonomics” leader board: [Information, archive]

Employees at Meta Platforms who want to show off their AI superuser chops are competing on an internal leaderboard for status as a “Session Immortal”—or, even better, “Token Legend.

… The practice is emblematic of Silicon Valley’s newest form of conspicuous consumption, known as “tokenmaxxing,” which has turned token usage into a benchmark for productivity and a competitive measure of who is most AI native.

CEOs and CTOs knew that AI shook off expensive whiners who pushed back on AI. Tokenmaxxing would shake loose these AI blockers, these saboteurs! The way out is the way through!

Here’s Sonya Huang, a venture capitalist at Sequoia Capital: [WSJ, archive]

Critics of tokenmaxxing are missing the point, she said. Yes, it’s an imperfect metric, she admitted, but “the thing that matters for your company is: is my employee becoming insanely AI-pilled? And that requires getting them on this tokenmaxxing mindset.”

She literally doesn’t know if it’s even working. So do it harder!

Anthropic’s turning the screws on customers about pricing. But the power of making you spend all your money on tokens is to make token spending capability the new moat around using AI coding at all. You can only compete if you’re huge — or if you’re blowing venture capital cash as fast as possible.

That works fine — except the bit where AI code is sort of terrible. Every time prominent AI code leaks, we see it’s rambling, ill-constructed, and full of bugs and security holes.

The main product of AI coding is code churn: [TechCrunch]

The data from across the industry tells a consistent story: More code is being written, but a disproportionate amount of it isn’t sticking.

Multiple surveys show code churn rates are eight to nine times or more what they were before AI everywhere. Slop coders keep having to do stuff over. Because the code is rubbish. [GitClear, PDF; Faros]

At some point, Anthropic puts up its prices so much the companies try to go back to brain coders. They hand these actual human coders a toxic waste dump of AI slop code that is literally incomprehensible to humans and can’t be fixed in less time than it would take to start over. This does not end well.

But that sounds like a next year problem. It’s still this year! Use more tokens! Business doesn’t exist to do things. Use more tokens.


It’s pledge week at Pivot to AI! If Pivot brightens your day, please do put $5 into the Patreon. Tell your friends!

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