内容来源：https://www.wired.com/story/openai-testing-ads-us/

内容总结：

OpenAI启动ChatGPT广告测试，商业化探索与用户体验如何平衡？

全球知名人工智能产品ChatGPT即将迎来重大商业化变革。当地时间周五，OpenAI宣布将在未来几周内启动广告测试，这标志着这款拥有超过8亿周活跃用户的免费AI工具，正式迈出广告变现的关键一步。

广告如何呈现？
据OpenAI应用业务CEO菲吉·西莫在官方博客中介绍，首批广告将面向美国地区的免费版和Go版（月费8美元）登录用户展示，随后逐步推向全球。Plus、Pro及企业版订阅用户不会看到广告。

为确保用户体验，广告将不会影响ChatGPT的回答内容。所有广告会以独立、明确标注的框体形式，直接显示在AI回答的下方。例如，当用户询问纽约旅行建议时，在获得标准回答后，下方可能显示当地酒店的广告。

隐私与原则：承诺不售卖用户数据
OpenAI强调，其广告模式将遵循核心原则：不会向广告商出售用户数据，也不会泄露用户与ChatGPT的对话内容。这意味着广告商无法获取用户的年龄、位置、兴趣等个人信息——这与互联网常见的精准广告模式形成鲜明对比。

公司发言人向媒体透露，广告商仅能查看聚合的广告效果数据，如展示次数和点击量。广告匹配主要基于对话主题的相关性，部分个性化数据可能被用于优化匹配，但用户可选择关闭广告数据收集功能，同时保留ChatGPT的其他个性化服务。

敏感话题与未成年人保护
OpenAI明确设置了广告禁区：涉及健康、心理健康、政治等敏感或受监管话题的对话中不会出现广告。同时，公司通过用户自报年龄或即将推出的年龄预测模型，避免向疑似未满18岁的用户展示广告。

商业化压力与未来方向
推出广告被视为OpenAI应对激烈市场竞争和盈利压力的必然选择。这家已融资约640亿美元的公司，去年营收仅为其一小部分。面对谷歌Gemini等对手的挑战，ChatGPT庞大的免费用户群成为其亟待变现的资源。

西莫在博客中坦言平衡商业化与用户体验的挑战，并强调公司不会像许多社交媒体那样优化“用户停留时间”，而是将“用户信任和体验置于收入之上”。她同时透露，未来可能探索更具交互性的广告形式，例如用户可直接向广告提问以辅助消费决策。

行业观察：能否避免“体验滑坡”？
尽管目前仅为测试阶段，但互联网行业历来不乏因商业利益侵蚀用户体验的先例。OpenAI CEO萨姆·奥特曼曾公开反思社交媒体时代成瘾算法带来的社会负面影响。随着广告在未来几年持续融入ChatGPT，OpenAI能否在商业化道路上避免重蹈覆辙，将成为对其长期发展的关键考验。

中文翻译：

未来几周，OpenAI计划开始在ChatGPT内部测试广告，这标志着这款全球使用最广泛的AI产品将迎来重大转变。该公司周五宣布，初步广告测试将在美国展开，随后推广至全球。

OpenAI表示，广告不会影响ChatGPT的回复，所有广告都将出现在聊天机器人回答下方独立且明确标注的方框中。例如，如果用户向ChatGPT咨询纽约市旅行规划，他们仍会获得机器人的标准答案，随后可能会看到该地区酒店的广告。

"人们依赖ChatGPT处理许多重要且私人的任务，因此在引入广告时，我们必须保持ChatGPT的核心价值，"OpenAI应用部门CEO菲吉·西莫在宣布广告测试的博客文章中写道，"这意味着你需要相信ChatGPT的回答始终基于客观实用性，而非广告驱动。"

首批广告将面向ChatGPT免费版和每月8美元的Go版登录用户推出，Go版将于周五开始向美国用户开放。该版本已在印度、法国等国家上线，相比免费版允许用户发送更多消息并生成更多图像。OpenAI表示，Plus版、Pro版和企业版订阅用户不会看到广告。

OpenAI同时阐述了其广告策略的指导原则。该公司承诺不会出售用户数据或向广告商透露ChatGPT对话内容。这意味着广告商无法获取用户年龄、位置或兴趣等信息——这与互联网上常见的精准广告投放形成鲜明对比。

OpenAI发言人向《连线》杂志透露，公司将允许广告商查看聚合广告效果指标，例如广告在ChatGPT中的展示次数或用户点击量。为确定向用户展示的广告内容，OpenAI表示会将对话主题与相关广告进行匹配。发言人指出，在此过程中可能会使用部分用户个性化数据，但用户可以在保留ChatGPT其他个性化功能的同时，关闭用于广告的数据收集。

虽然发言人未详细说明OpenAI将为精准广告收集哪些用户数据，但ChatGPT为优化回复已收集大量其他数据。用户可要求聊天机器人记住个人特征（如爱好、饮食限制等偏好）以定制回复，过去一年OpenAI还扩展了产品的记忆功能，使ChatGPT能参考先前对话。该公司在博客中强调"用户可随时清除用于广告的数据"。

OpenAI明确规定了广告禁止出现的场景，包括涉及健康、心理健康或政治等敏感或受监管话题的对话。该公司还承诺不会向18岁以下用户投放广告——无论是用户主动告知年龄，还是通过即将推出的年龄预测模型识别出的未成年人。

OpenAI表示将在未来几周公布更多企业广告投放细节。西莫在博客中透露，公司正在探索ChatGPT内更具互动性的广告体验。"对话式界面让人们有机会超越静态信息和链接，"西莫举例说明，"例如，你可能会看到广告并直接提出购买决策所需的问题。"

ChatGPT引入广告早已势在必行。这款聊天机器人已迅速成长为互联网最大的消费级产品之一，每周活跃用户超8亿，其中绝大多数从未向OpenAI付费。通常当消费级平台达到如此规模时，早已开始构建庞大的广告业务体系。

当前OpenAI正需要这样的商业模式。这家成立十年的公司累计融资约640亿美元，而去年的营收仅占其零头。谷歌Gemini等竞争对手的出现，进一步加剧了OpenAI将ChatGPT海量用户变现的压力。

广告显然将成为OpenAI未来业务的重要组成部分，而西莫将是广告投放策略的关键决策者。核心问题在于公司如何在商业化同时不损害用户体验。西莫在博客中承认这种矛盾，甚至提出广告将帮助公司向更多人提供更强大的AI系统。她强调OpenAI不会像许多社交媒体应用那样追求用户停留时长，公司坚持"将用户信任和体验置于营收之上"。

尽管ChatGPT广告目前仅是测试，但互联网用户早已熟悉这种模式：当商业利益凌驾于用户体验时，他们喜爱的平台往往会滑向体验恶化的深渊。OpenAI CEO萨姆·奥特曼曾公开反思社交媒体时代的失败，包括成瘾性算法对社会造成的负面影响。随着未来几年ChatGPT广告形态的演进，OpenAI面临的挑战正是避免重蹈覆辙。

英文来源：

OpenAI plans to start testing ads inside ChatGPT in the coming weeks, marking a significant shift for one of the world’s most widely used AI products. The company announced Friday that initial ad tests will roll out in the United States before expanding globally.
OpenAI says ads will not influence ChatGPT’s responses, and that all ads will appear in separate, clearly labeled boxes directly below the chatbot’s answer. For instance, if a user asks ChatGPT for help planning a trip to New York City, they will still get a standard answer from the chatbot, and then they also might see an ad for a hotel in the area.
“People trust ChatGPT for many important and personal tasks, so as we introduce ads, it’s crucial we preserve what makes ChatGPT valuable in the first place,” wrote OpenAI CEO of applications Fidji Simo in a blog post announcing the ad trial. “That means you need to trust that ChatGPT’s responses are driven by what’s objectively useful, never by advertising.”
The first ads will appear for logged-in users on ChatGPT’s free tier, as well as its $8-a-month Go tier, which will begin to roll out to users in the United States on Friday. The Go tier—which is already available in India, France, and other countries—lets users send more messages and generate more images than the free version. OpenAI says users on its Plus, Pro, and Enterprise subscriptions will not see ads.
OpenAI also outlined the principles guiding its approach to advertising.
The company says it will not sell user data or expose conversations with ChatGPT to advertisers. That means advertisers won’t be able to see information about a user’s age, location, or interests; this is often the case when users are targeted with ads across much of the internet.
Instead, an OpenAI spokesperson told WIRED the company will let advertisers see aggregate ad performance metrics, such as how many times an ad was shown in ChatGPT or how many users clicked on it.
To determine which ads it shows people, OpenAI says it will match conversation topics to relevant advertisements. Some of a user’s personalization data may be used in that process, the spokesperson said, but the company says users can turn off the data used for advertising without turning off ChatGPT’s other personalization features.
The spokesperson declined to detail exactly what data OpenAI will collect on users to serve relevant ads, but ChatGPT already collects lots of other data to improve the chatbot’s responses. Users can ask the chatbot to remember personal traits—such as hobbies, dietary restrictions, and other preferences—to tailor responses, and OpenAI has expanded the product’s memory features over the past year so that ChatGPT can reference prior chats in its responses. The company says in its blog post that “users can clear the data used for ads at any time.”
OpenAI says there are circumstances in which ads should never appear in ChatGPT, such as conversations on sensitive or regulated topics like health, mental health, or politics. OpenAI also says it will not serve ads to users it believes are under 18, either because the user told them so, or an age-prediction model the company plans to roll out soon determined them to be a minor.
OpenAI says it plans to share more about how businesses can advertise within ChatGPT in the coming weeks. Simo suggests in her blog post that the company is exploring more interactive ad experiences within ChatGPT.
“Conversational interfaces create possibilities for people to go beyond static messages and links,” said Simo. “For example, soon you might see an ad and be able to directly ask the questions you need to make a purchase decision.”
The introduction of ads into ChatGPT has long seemed inevitable. The chatbot has quickly grown into one of the largest consumer products on the internet, with more than 800 million weekly active users, the majority of whom never pay OpenAI a dollar. Massive consumer platforms typically have already started building out massive advertising businesses by the time they reach this scale.
OpenAI could use a business like that right about now. The decade-old company has raised roughly $64 billion from investors over its lifetime, and it generated only a fraction of that in revenue last year. Competition from rivals like Google Gemini has only amped up the pressure for OpenAI to monetize ChatGPT’s massive audience.
It seems clear that ads will be a major part of OpenAI’s business moving forward, and Simo will be a key decisionmaker in how they’re rolled out. The key question is how the company can do so without degrading the user experience. Simo acknowledges that tension in her blog post, even suggesting that ads will help the company offer more powerful AI systems to more people. She also says OpenAI does not optimize for time spent in ChatGPT, like many social media apps do, and the company prioritizes “user trust and user experience over revenue.”
While ChatGPT ads are just a trial for now, internet users are all too familiar with the platforms they love speeding down the long winding road to enshittification as business incentives take priority over user experience. OpenAI CEO Sam Altman has previously acknowledged the failures of the social media era, including the negative effects that addictive algorithms have had on society. As ads evolve in ChatGPT over the coming years, the challenge for OpenAI will be to not repeat those mistakes.