OpenAI's potential plan to incorporate ads in products like ChatGP is hardly surprising — but should still serve as a wake-up call for AI makers and users. Why it matters: AI chatbots cost a fortune to run and remain available for free.

OpenAI is considering introducing ads as part of its shift to a for-profit model, with the potential to generate additional revenue.

OpenAI CFO Sarah Friar tells the FT that an ad-based model is under consideration, though she later followed that up to say, 'We have no active plans to pursue advertising.'