In a direct contrast to its biggest rival, Google has confirmed it has “no plans” to introduce advertisements into the Gemini app. The confirmation came from Google DeepMind CEO Demis Hassabis, who also took a pointed swipe at OpenAI’s recent decision to begin testing ads in the free tier of ChatGPT.
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Speaking on the subject, Hassabis noted the timing of OpenAI’s pivot to advertising, suggesting it signals financial pressure rather than product innovation. “It’s interesting they’ve gone for that so early,” Hassabis remarked. “Maybe they feel they need to make more revenue.”
The comments highlight a deepening divergence in monetization strategies between the two AI giants. While OpenAI has begun experimenting with ads to support its massive compute costs, Google appears intent on keeping the core Gemini app experience clean, relying instead on its subscription models (Gemini Advanced) and its broader ecosystem for revenue.
Hassabis’s statement offers a temporary reprieve for users wary of the “enshittification” of AI platforms. However, the distinction is specific: the “no ads” policy applies strictly to the standalone Gemini app.
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Google already monetizes AI in other ways. The company has aggressively integrated advertisements into “AI Overviews,” the generative summaries that now appear at the top of standard Google Search results. This allows Google to protect its primary Search ad revenue stream while keeping the chatbot experience distinct.
OpenAI’s move to test ads follows reports of its skyrocketing operational costs and the need to justify its $157 billion valuation. While the ChatGPT Plus subscription remains a key earner, the vast majority of its user base is on the free tier, which currently generates zero direct revenue.
By keeping Gemini ad-free, Google may be positioning the user experience as a key differentiator. For now, the battle lines are drawn: OpenAI is betting users will tolerate ads for access to ChatGPT, while Google is betting that a cleaner interface will keep users loyal to Gemini.
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