Testing ads in ChatGPT

我们今天开始在 U.S. 对 ChatGPT 展开广告测试。此次测试面向已登录的成年人、且仅在 Free 与 Go 两个订阅层级进行； Plus 、 Pro 、 Business 、 Enterprise 和 Education 层级将不会出现广告。广告不会影响 ChatGPT 给出的回答，我们也会对广告主保密用户与 ChatGPT 的对话。我们的目标是在维持用户对 ChatGPT 在重要与私密任务中信任的同时，通过广告支持更广泛地获得更强大功能。此次只是一个测试，目的是学习、倾听并确保用户体验合适。

我们此前公布了指导我们在 ChatGPT 中投放广告的原则（参见 openai.com/index/our-approach-to-advertising-and-expanding-access/）。这次测试是将这些原则付诸实践，以便从真实使用中获取反馈：

使命一致性 ChatGPT 被数亿用户用于学习、工作和日常决策。要保证 Free 与 Go 层级的速度与可靠性，需要大量基础设施投入与持续投资。广告能够为这些工作提供资金支持，帮助维持更高质量的免费和低价选项，并让我们持续改进所提供的智能和能力。如果你不想看到广告，可以升级到 Plus 或 Pro 计划，或者在 Free 层级选择不看广告，但会换取更少的每日免费消息次数。

回答独立性 广告不会左右 ChatGPT 的回答。回答的优化以对你最有帮助为准。当你看到广告时，广告会被明确标注为“赞助”并在视觉上与生成回答区分开来。

在测试期间，我们会根据你当前对话的主题、你过去的聊天记录以及你与广告的历史互动，来匹配并决定展示哪条广告。例如，如果你在查找菜谱，可能会看到关于餐盒或生鲜配送的广告；若有多家广告主投放同类广告，我们会先展示与对话最相关的一家。

对话隐私 广告设计遵循对隐私的尊重。广告主无法访问你的对话、聊天历史、 memories 或个人信息。广告主只能看到其广告表现的汇总数据，例如浏览量或点击量。

在测试期间，我们不会在用户告知或系统判断为未满 18 岁的账户中展示广告，广告也不会出现在健康、心理健康或政治等敏感或受监管的话题附近。随着安全措施的成熟和测试数据的积累，我们会谨慎地扩展投放范围。

在我们不断发展广告项目的过程中，保护用户隐私与安全将是设计与扩展的核心，包括防止过度精准定向的护栏。我们会谨慎审查准入广告计划的主体，并建立机制以降低诈骗及其他有害或误导性广告的风险。

选择与控制 你可以控制在 ChatGPT 中看到的广告，包括关闭广告、反馈、查看为何会向你展示某条广告、一键删除广告数据，以及随时管理广告个性化设置。

你可以在广告设置中查看历史、兴趣标签、删除广告数据的选项，并切换是否允许使用过去的聊天与 memories 来个性化广告；广告历史会列出当日查看过的广告、时间戳和品牌名称，且可随时清除。

长期价值 用户常在主动比较选项、探索想法或做决策时使用 ChatGPT 。在这些情境中，广告可以帮助用户发现与其意图贴合的产品或服务，无论这些企业规模大小。我们将利用早期的广告表现和用户反馈持续提升相关性，同时始终保持广告与 ChatGPT 回答的明确分隔并保护用户数据。

更广泛地看，我们认为在对话式界面中投放广告有其独特价值：广告可以更贴近用户的需求，以更自然的方式将人们与合适的产品和服务连接起来。

接下来 本次测试的重心是学习——我们会密切关注反馈，确保广告在扩展前既有用又与 ChatGPT 体验相契合。

对于企业而言，我们才刚开始探索不同组织如何以增值的方式参与 ChatGPT 。随着时间推进，我们会将广告项目发展为支持更多格式、目标与购买模式，并为企业在 ChatGPT 中与消费者互动建立新路径。如果你是企业并有意在 ChatGPT 投放广告，请访问 openai.com/advertisers 注册获取更新。

不变的是： ChatGPT 的回答保持独立与公正，对话保持私密，用户对自身体验拥有实质性的控制权。

Today, we’re beginning to test ads in ChatGPT in the U.S. The test will be for logged-in adult users on the Free and Go subscription tiers. Plus, Pro, Business, Enterprise, and Education tiers will not have ads. Ads do not influence the answers ChatGPT gives you, and we keep your conversations with ChatGPT private from advertisers. Our goal is for ads to support broader access to more powerful ChatGPT features while maintaining the trust people place in ChatGPT for important and personal tasks. We’re starting with a test to learn, listen, and make sure we get the experience right

We previously shared the principles⁠ that guide our approach for advertising in ChatGPT. This test puts those principles into practice so we can begin learning from real-world use:

Mission alignment

ChatGPT is used by hundreds of millions of people for learning, work, and everyday decisions. Keeping the Free and Go tiers fast and reliable requires significant infrastructure and ongoing investment. Ads help fund that work, supporting broader access to AI through higher quality free and low cost options, and enabling us to keep improving the intelligence and capabilities we offer over time. If you prefer not to see ads, you can upgrade to our Plus or Pro plans, or opt out of ads in the Free tier in exchange for fewer daily free messages.

Answer independence

Ads do not influence the answers ChatGPT gives you. Answers are optimized based on what’s most helpful to you. When you see an ad, they are always clearly labeled as sponsored and visually separated from the organic answer.

During the test, we decide which ad to show by matching ads submitted by advertisers with the topic of your conversation, your past chats, and past interactions with ads. For example, if you're researching recipes, you may see ads for meal kits or grocery delivery. If there are multiple advertisers, we'll select the one that is most relevant to your chat to show you first.

Conversation privacy

Ads are designed to respect your privacy. Advertisers do not have access to your chats, chat history, memories, or personal details. Advertisers only receive aggregate information about how their ads perform such as number of views or clicks.

During our test, we will not show ads in accounts where the user tells us or we predict that they are under 18, and ads are not eligible to appear near sensitive or regulated topics like health, mental health or politics. We’ll expand responsibly as safeguards mature and we learn from this test.

As we evolve our advertising program over time, protecting user privacy and safety will remain central to how we design and scale, including guardrails to prevent narrow ads targeting. We will continue to be deliberate about who we allow into the advertiser program and build protections to reduce the risk of scams and other harmful or misleading ads.

Choice and control

You can control the ads you see in ChatGPT, including dismissing ads, sharing feedback, learning how and why you’re being shown a particular ad, deleting your ad data with one tap, and managing ad personalization at any time.

Long-term value

People often use ChatGPT when they’re actively exploring options, comparing ideas, or working toward a decision. In those moments, ads can help people discover relevant products or services they’ll love from businesses of all sizes. We’ll use early ad performance and feedback to keep improving relevance, while always maintaining a clear separation between ads and ChatGPT’s answers and keeping your data private.

More broadly, we see an opportunity for advertising in ChatGPT to be uniquely valuable for people. In a conversational interface, ads can be more relevant and useful, connecting people to new products and services that fit naturally with what they’re trying to do.

What’s next

Our focus with this test is learning. We’re paying close attention to feedback so we can make sure ads feel useful and fit naturally into the ChatGPT experience before expanding.

For businesses, we are just beginning to explore the ways different types of organizations can participate in the ChatGPT experience in an additive way. Over time, we will evolve our advertising program to support additional formats, objectives and buying models and build new ways for businesses to interact with consumers in ChatGPT. If you're a business and interested in advertising in ChatGPT, visit openai.com/advertisers⁠ to sign up for more updates.

What will always remain true: ChatGPT’s answers remain independent and unbiased, conversations stay private, and people keep meaningful control over their experience.

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