Eighteen months ago, the trajectory of artificial intelligence (AI) seemed poised to diverge from the path of social media. At that time, AI development had not yet been consolidated under the dominion of a few tech giants, nor had it begun to exploit consumer attention through surveillance and advertising. However, recent developments indicate a shift towards monetizing consumer engagement, echoing strategies familiar in social media.
When OpenAI introduced its ChatGPT Search feature in late 2024 and its browser, ChatGPT Atlas, in October 2025, it marked the beginning of a competitive race to harness online behavioral data for advertising purposes. This move is part of a broader strategy reversal by OpenAI, whose CEO, Sam Altman, once expressed unease about the fusion of ads and AI. Despite assurances that ads can coexist with AI applications while maintaining user trust, skepticism persists among users who suspect paid placements in ChatGPT responses.
The Rise of AI-Driven Advertising
In 2024, AI search company Perplexity began experimenting with ads, followed by Microsoft’s introduction of ads into its Copilot AI. Google’s AI Mode for search and Amazon’s Rufus chatbot have also increasingly incorporated advertisements. As a security expert and data scientist, these developments are seen as precursors to a future where AI companies manipulate user behavior for the benefit of advertisers and investors. The urgency to redirect AI development towards public benefit rather than private exploitation is mounting.
The functionality of ChatGPT Search and its Atlas browser is not novel. Similar AI search features have existed for years, with companies like Meta and Perplexity leading the charge. Google and Microsoft had already integrated AI with their browsers before OpenAI’s announcements. However, OpenAI’s strategic positioning signals a significant shift in the industry.
The Advertising Model: A Double-Edged Sword
The advertising model, perfected by Google, has dominated the tech landscape. Since 2001, Google has amassed over $1.6 trillion in advertising revenue. While Google is often perceived as a search engine, streaming service, email provider, or mobile phone company, its core revenue stream is advertising. Approximately 80% to 90% of Google’s revenue is derived from advertising, with other products serving primarily to gather user data and direct attention to ads.
After two decades of monopolistic dominance, Google’s search product is more aligned with corporate interests than user needs. Initially revolutionary in its ability to find information, Google’s search results are now cluttered with low-quality, AI-generated content, spam sites for affiliate marketing, and indistinguishable paid ad placements.
AI’s Persuasive Power
AI-powered advertising could revolutionize the ad industry. Unlike traditional web search, AI has the potential to subtly influence users’ thoughts, spending habits, and beliefs. By engaging in active dialogue, AI can address specific questions and concerns, enhancing its persuasive power. This interaction is akin to conversing with an author rather than reading a textbook.
Consider a scenario where an AI agent recommends a particular airline or hotel chain. Is this suggestion genuinely in the user’s best interest, or is it influenced by financial incentives? Similarly, when discussing political issues, does the AI’s response reflect a bias based on corporate affiliations or paid endorsements?
“A December 2023 meta-analysis of 121 randomized trials reported that AI models are as effective as humans in shifting perceptions, attitudes, and behaviors.”
This influence extends beyond consumer choices, potentially shaping communication and expression online. As with search engine optimization, individuals may tailor their interactions to capture AI attention and secure favorable placements in AI-generated responses.
Charting a New Course
Despite these concerns, there is hope for change. Recognizing the inherent untrustworthiness of current AI systems is crucial. The issue lies not with the technology itself but with the corporate priorities driving its deployment. Users must remain vigilant about the data fed to AI, its sharing, and its use.
Governments can play a pivotal role by enacting regulations to protect consumer data and limit harmful corporate practices. In the U.S., Congress could establish consumer rights akin to those in the EU and create a data protection enforcement agency. Globally, governments could invest in public AI models, offering transparent and publicly overseen services for universal benefit.
Restricting corporate collusion in exploiting AI users, such as banning ads for harmful products and mandating disclosure of paid endorsements, is essential. As technology companies strive to differentiate themselves, building a trustworthy service becomes a key differentiator. Companies like OpenAI and Anthropic must make verifiable commitments to transparency, privacy, reliability, and security to sustain profitable AI services.
While the future business models for AI remain uncertain, one certainty is clear: consumers do not wish to be exploited by AI, overtly or covertly. The path forward demands a balance between innovation and ethical responsibility, ensuring AI serves the public good rather than corporate interests.
