OpenAI has quietly enabled marketing cookies by default for free ChatGPT users, marking a significant shift in its monetization strategy. The company announced via email on April 30 that it now shares limited data—such as cookie IDs and email addresses—with advertising partners to promote OpenAI products on platforms like Instagram.
According to OpenAI spokesperson Taya Christianson, chat content is not shared. The change was first reported by WIRED, which confirmed that the setting was automatically activated for two free accounts but not for paying subscribers.
Free users can opt out in the ChatGPT app by navigating to Settings > Data Controls > Marketing Privacy and disabling the option. Alternatively, they can use the Your Privacy Choices link on OpenAI's website or manage cookies through their browser.
This move comes as OpenAI seeks new revenue streams. The company began testing ads inside ChatGPT in some countries in February, aiming to monetize its vast free user base—over 90% of ChatGPT users remain on the free tier, incurring high operational costs. Google is similarly exploring ad placements in its AI tools, though currently limited to AI search integrations.
"OpenAI has turned on marketing cookies by default for free ChatGPT users," the company confirmed in an email to users.