DeepMind CEO Reacts to OpenAI’s Ad Test

During an interview at the Davos forum, DeepMind co‑founder and chief executive Demis Hassabis expressed surprise that OpenAI has already moved forward with testing advertisements inside its chatbot. He described the decision as something his team at Google is reviewing “very carefully,” emphasizing that there is no immediate pressure from the tech giant to adopt a “knee‑jerk” approach.

Hassabis noted that OpenAI’s move aims to generate extra revenue from the portion of its large user base that does not pay for a subscription. While he acknowledged that advertising has historically funded much of the consumer internet and can be useful if executed well, he raised questions about how ads fit into the model of a trusted digital assistant.

Trust Versus Monetization

According to Hassabis, the core concern is the relationship between users and an AI assistant that is expected to be helpful and personalized. He asked how advertisers can be integrated without eroding the trust users place in the assistant. He contrasted this with Google Search, where the intent is clearer and ads can be more directly relevant, suggesting that the conversational context of a chatbot presents a different challenge.

Past Reactions to Ads in AI Products

The DeepMind chief referenced prior consumer pushback against ad‑like features in AI services. He cited the negative response to OpenAI’s earlier “app suggestion” feature, which many users felt degraded the experience, and mentioned Amazon’s earlier attempts to embed ads in its Alexa platform, which were similarly rejected by users who wanted a pure assistant experience.

Google’s Current Stance

Hassabis clarified that Google has no current plans to place ads in its own AI chatbot. He said the company will monitor how users react to OpenAI’s experiment before deciding on any future steps. The remarks underscore a cautious, scientific approach within DeepMind, focusing on rigorous evaluation rather than rapid product changes.

Looking Ahead

While OpenAI’s testing continues, Hassabis indicated that the broader industry is still grappling with how to balance monetization and user experience in AI assistants. He suggested that a thoughtful, measured approach—one that respects user trust—will be essential if advertising ever becomes a standard feature in conversational AI.

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