OpenAI is preparing for a significant shift in the world of generative artificial intelligence: the introduction of advertisements within ChatGPT for users using the free version and the launch of a new subscription plan called "Go", costing $8. ## Ads in ChatGPT: a new era? This decision is not a simple tweak to the business model, but a real rethinking of how digital intent, user attention and commercial influence meet in an age where conversations are progressively replacing traditional search bars. OpenAI has not yet started showing advertisements in ChatGPT, but plans to begin initial tests in the coming weeks. Initially, the tests will target adult users in the United States who use the free plan and the new $8 "Go" plan.