OpenAI has begun using browser cookies to promote its products and services on third-party websites, marking a significant expansion of its marketing strategy as the artificial intelligence company pushes further into consumer advertising.
The change, disclosed in an email to U.S. users on Friday, signals OpenAI’s evolution from a research-focused organization into a more commercially driven consumer technology brand.
Marketing push broadens beyond platform
Under the updated policy, OpenAI can use browser cookies and similar technologies to market its products and services across the web. These tools allow the company to track user interactions and deliver targeted promotions beyond its own platforms.
Cookies are small text files stored on a user’s device. They can remember preferences such as language settings, improve user experiences across visits and, when enabled for marketing, help companies tailor advertising and measure campaign effectiveness.
Privacy policy draws clear boundaries
OpenAI said the changes do not affect the privacy of ChatGPT conversations. User chats remain private and are not used for advertising purposes.
The company also clarified that the policy does not apply to data processed on behalf of business customers using products such as its API. That data remains governed by separate commercial agreements.
Ads to be personalized for some users
For users on OpenAI’s Free and Go plans, data collected through cookies may be used to personalize advertisements shown on OpenAI’s services, subject to user settings. The data may also be used to measure the effectiveness of advertising campaigns.
OpenAI said users can manage their marketing cookie preferences through their account settings or via a link in the website footer when logged out.
Third party tracking included
The policy also covers third-party cookies, which are set by domains other than the website a user is visiting. OpenAI said it may also use related technologies such as pixels, web beacons, device identifiers and local storage for similar purposes.
The company groups these technologies under the broader term “cookies” in its policy.
Industry reaction highlights privacy concerns
The move has prompted debate among marketers and privacy advocates. Lucio Ribeiro, chief AI innovations officer at TBWA Australia, warned in a LinkedIn post that “marketing tracking today becomes behavioral profiling tomorrow.”
The policy update underscores how OpenAI is increasingly adopting the tools and tactics of mainstream consumer internet companies as competition in the AI market intensifies.
