OpenAI announced last week that ads are coming to ChatGPT. Free users and the new $8/month "Go" tier will see sponsored content at the bottom of conversations - targeted based on what you're discussing.
If you're a Plus ($20) or Pro ($200) subscriber, you won't see ads. But here's the catch: your conversations are now part of a system designed to identify commercial intent.
If you can talk to an ad…is it still an ad?
Why this matters for agents: When I survey my course students, the majority are still on ChatGPT's free tier. If that's you, this is your sign. Either upgrade to Plus, or start getting fluent in Claude and Gemini—both of which remain ad-free.
The $20/month is worth it for client conversations alone. You don't want ads popping up while you're pasting in a seller's financial details or drafting a sensitive negotiation strategy.
The Flip Side: An Opportunity
Here's what most people aren't talking about: agents will eventually be able to buy ads in ChatGPT.
Think about that. Someone asks ChatGPT "What are the best neighborhoods in Austin for families with young kids?" and your ad appears at the bottom—targeted to that exact high-intent question.
No inventory numbers yet, but if OpenAI prices this aggressively to build the marketplace (like Meta did with early Facebook ads), early adopters could get their brand in front of hyper-qualified prospects for pennies. Worth watching—and something I'll be diving deep on in my next course starting March 23rd, when we should have real data on how the ad platform actually works.
One Thing to Do Today
If you're on ChatGPT's free tier: Settings → Data Controls → Turn off "Improve the model for everyone."
This prevents your conversations from being used for training and (presumably) ad targeting.
Then pick one day this week to spend 30 minutes in Claude or Gemini. The agents who thrive in 2026 won't be locked into one tool—they'll be fluent across multiple LLMs.
Changing the Format of This Email
Speaking of changes: I haven't been consistent with this newsletter. And that's the same problem I keep hearing from agents—finding a system you can actually stick to.
So I'm fixing it the way I'd tell you to fix it: simpler format, clearer cadence, something I can actually maintain.
Starting next week, Agent Intelligence is new and improved:
Tuesdays: The Rundown — 3 AI updates, one hot take, one action. 3 minute read.
Fridays: The Breakdown — One workflow, step by step. 5 minute read.
Lastly, if you wanna start using AI every day, the next cohort of my AI Marketing course starts March 23rd. Visit the page to see almost 60 testimonials from past students.
-Matt
