OpenAI has activated marketing cookies by default for all free ChatGPT users in countries where the company runs ads. The tracking feature activates automatically on free accounts but remains disabled for paid subscribers. Users can turn off tracking through their account settings.
This move reflects OpenAI's push to develop new revenue streams beyond its subscription model. The company relies on ChatGPT Plus subscriptions and enterprise deals, but advertising represents an additional monetization opportunity. By tracking user behavior, OpenAI gains data that advertisers find valuable for targeting campaigns.
Free users now generate ad impressions and behavioral data for OpenAI. The automatic opt-in approach means most users will remain tracked unless they actively navigate to settings and disable the feature. Paid subscribers avoid this tracking entirely, creating a privacy distinction between tiers.
OpenAI joins other tech giants in using behavioral tracking to support ad operations. The move raises questions about user consent and privacy practices as AI companies scale their platforms. Users concerned about their data have the option to disable tracking, but OpenAI's default setting prioritizes data collection.