

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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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.”
“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.

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.

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.”
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.
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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.
To learn more about the Easy Riders collection from FREITAG, visit freitag.ch.
Photography by Silvia Possamai.