Hassabis’s comments come just days after OpenAI announced it would begin testing ads in ChatGPT to offset its projected $14 billion net loss for 2026. Hassabis expressed surprise at the speed of OpenAI’s shift, calling it “interesting they’ve gone for that so early.”
The “Unbiased Assistant” Philosophy
The core of Google’s hesitation lies in the nature of AI as a personal assistant. Hassabis warned that mixing commercial influence with conversational AI could “taint” the user relationship:
- The Trust Barrier: If an assistant is meant to provide genuinely helpful advice, users must believe those recommendations are unbiased.
- Bad Execution Risk: Hassabis noted there are “many ways that [ads] could be done badly,” potentially turning a cognitive tool into a sales pitch.
- The Cognitive Gap: Unlike search engines, where users expect to see sponsored links, a chatbot is closer to a personal advisor.
2026 AI Monetization: Google vs. OpenAI
| Feature | Google Gemini | OpenAI ChatGPT |
| Ad Strategy | No direct ads in chatbot | Testing Ads (CPM Model) |
| Monetization Hub | Google Search / “AI Mode” | Direct In-Chat Ads |
| Primary Goal | Ecosystem Integration (Apple/Siri) | Revenue to cover $14B loss |
| User Status | Ad-free for all tiers | Ads for Free & “Go” tiers |
The “Search Cushion” Advantage
Industry analysts point out that Google can afford to be patient because it has a diversified revenue engine.
- Cross-Subsidization: While OpenAI is a “pure-play” AI company under intense pressure to reach profitability, Google can fund Gemini’s development through its multi-billion dollar Search and YouTube advertising businesses.
- The “AI Mode” Partition: Google is already piloting ads in “AI Mode” and “AI Overviews” within Google Search. By keeping the Gemini app clean, Google creates a “church and state” separation between creative/analytical AI and commercial discovery.
The Apple & Samsung Factor
Another reason for Google’s “no ads” stance is its massive distribution deals.
- Apple Intelligence: With Gemini recently confirmed to power Siri for the foreseeable future, Google is focusing on capturing the high-value Apple user base. Introducing ads into a system-level assistant like Siri would likely face intense resistance from Apple.
- Market Share Chase: With ChatGPT reportedly seeing a 22% dip in daily visits in early 2026, Google sees an opportunity to “catch and pass” OpenAI by offering a cleaner, more trusted alternative.
Conclusion: A Strategic Delay
While Hassabis said there are “no plans” at the moment, he did not rule out ads forever. Google appears to be letting OpenAI run the “social experiment” first. By watching how users react to ads in ChatGPT, Google can learn from OpenAI’s mistakes and wait until the industry finds a “non-intrusive” way to monetize AI before flipping the switch.
