DeepMind CEO Surprised by OpenAI's ChatGPT Ad Push Amid Monetization Debate

Google DeepMind CEO Demis Hassabis said he is “surprised” that OpenAI has begun testing ads in ChatGPT, calling the move premature given the potential impact on user trust. Speaking at Davos on January 22, 2026, Hassabis emphasized that Google is evaluating ad integration in its AI chatbot “very carefully,” with no current plans to introduce them. OpenAI’s decision follows rising infrastructure and energy costs, prompting a revenue strategy for its 800 million weekly active users who do not subscribe. While Hassabis acknowledged ads have historically supported the internet, he questioned their fit in personal AI assistants, where trust and helpfulness are paramount. He noted that chatbots differ from search engines, which already align ads with user intent. In contrast, AI assistants aim to understand users deeply, making ad placement more sensitive. Hassabis reiterated Google’s commitment to rigorous, science-driven product development, avoiding “knee-jerk” decisions. Meanwhile, Google launched new personalization features in Gemini, allowing it to access Gmail and Photos to enhance AI Mode responses, underscoring its focus on utility over monetization.