OpenAI has begun enabling marketing cookies by default for users of the free version of ChatGPT, signaling a new phase in its strategy to leverage user data for promotional purposes beyond the platform while maintaining chat privacy.
- Marketing cookies enabled by default for free ChatGPT users
- Conversations remain private and are not shared with advertisers
- Users can opt out via ChatGPT marketing privacy settings
What happened
OpenAI updated its privacy policy in late April 2026 to enable marketing cookies by default for users of the free ChatGPT service. These cookies allow OpenAI to track user behavior outside of its own platforms to promote its AI products and services, including ChatGPT and Codex, on third-party websites and apps. This change targets free users specifically, aiming to convert them into paying customers by using targeted advertising informed by the data these cookies collect.
OpenAI clarified that while marketing data is used to deliver ads and measure their effectiveness, conversations within ChatGPT remain private and are not shared with marketing partners. Users who prefer not to participate in this tracking can disable the feature in the system settings. Paying subscribers, including Plus and Enterprise users, do not have marketing cookies enabled by default.
Why it matters
This move marks a strategic shift as OpenAI expands its advertising efforts beyond in-product ads, which were introduced earlier in the year, by integrating marketing cookies that track users across the web. By enabling these cookies by default for free users, OpenAI is actively engaging in data-driven marketing techniques to grow its paid user base in a competitive AI service market.
The decision also highlights ongoing tensions around privacy and monetization in AI services. OpenAI's approach attempts to balance user privacy concerning conversation content with aggressive marketing tactics that leverage behavioral data. Users retain control via opt-out settings, but the default-on status for free users may raise concerns over transparency and consent practices.
What to watch next
Industry observers should monitor how effectively OpenAI's use of marketing cookies contributes to subscription growth and whether users push back against these privacy changes. Adoption rates of opt-out options and the overall user response will provide insight into consumer acceptance of data-driven marketing in AI services.
Additionally, competitors like Google, who are exploring advertising integration in AI tools, may respond with similar or alternative approaches to balancing privacy and monetization. Regulatory scrutiny surrounding cookie use and data sharing practices could also influence how companies implement such tracking technologies moving forward.