ChatGPT’s new ad format fills the image generation loading screen with product carousels
What happened
ChatGPT has introduced a new ad format that shows product carousels on the loading screen while the chatbot generates images. This change currently affects users in the US and displays ads directly related to the image generation wait time. Instead of a simple loading spinner or progress indicator, users see scrolling ads that promote various products.
Why it matters
The integration of ads on ChatGPT’s image generation loading screen changes the user experience by turning wait time into an advertising opportunity. For users, it means a more cluttered interface during image creation, which can feel intrusive and distract from the core task. For businesses and advertisers, this opens a new channel to reach an audience actively engaging with an AI product. The move signals a push by OpenAI to monetize high-traffic features without increasing subscription fees immediately.
This shift pressures users to tolerate advertising in elements of the service that were previously ad-free or minimally interrupted. For OpenAI, it may raise revenue but risks eroding trust or satisfaction, especially among paying customers if the ads expand beyond the US or appear in other usage scenarios. It also reflects a larger trend of AI companies seeking diversified revenue streams beyond subscriptions and API fees.
What to watch next
Assess how users respond to this advertising change; negative feedback could force OpenAI to restrict or adjust the ad format. Watch for rollout beyond US users and potential expansion into other OpenAI products or features. Investors and competitors should track the impact on user retention and engagement, particularly with premium users who may expect an ad-free experience. It will also be critical to see which advertisers get access and how ad relevance evolves, as mismatched ads could hurt Click Through Rates and ultimately OpenAI’s revenue goals.
AI Quick Briefs Editorial Desk