Eighteen months ago, it was plausible that artificial intelligence might take a different path than social media. Back then, AI’s development hadn’t consolidated under a small number of big tech firms. Nor had it capitalized on consumer attention, surveilling users and delivering ads.
Unfortunately, the AI industry is now taking a page from the social media playbook and has set its sights on monetizing consumer attention. When OpenAI launched its ChatGPT Search feature in late 2024 and its browser, ChatGPT Atlas, in October 2025, it kicked off a race to capture online behavioral data to power advertising. It’s part of a yearslong turnabout by OpenAI, whose CEO Sam Altman once called the combination of ads and AI “unsettling” and now promises that ads can be deployed in AI apps while preserving trust. The rampant speculation among OpenAI users who believe they see paid placements in ChatGPT responses suggests they are not convinced.
In 2024, AI search company Perplexity started experimenting with ads in its offerings. A few months after that, Microsoft introduced ads to its Copilot AI. Google’s AI Mode for search now increasingly features ads, as does Amazon’s Rufus chatbot.
As a security expert and data scientist, we see these examples as harbingers of a future where AI companies profit from manipulating their users’ behavior for the benefit of their advertisers and investors. It’s also a reminder that time to steer the direction of AI development away from private exploitation and toward public benefit is quickly running out.
The functionality of ChatGPT Search and its Atlas browser is not really new. Meta, commercial AI competitor Perplexity and even ChatGPT itself have had similar AI search features for years, and both Google and Microsoft beat OpenAI to the punch by integrating AI with their browsers. But OpenAI’s business positioning signals a shift.
We believe the ChatGPT Search and Atlas announcements are worrisome because there is really only one way to make money on search: the advertising model pioneered ruthlessly by Google.
Advertising model
Ruled a monopolist in U.S. federal court, Google has earned more than US$1.6 trillion in advertising revenue since 2001. You may think of Google as a web search company, or a streaming video company (YouTube), or an email company (Gmail), or a mobile phone company (Android, Pixel), or maybe even an AI company (Gemini). But those products are ancillary to Google’s bottom line. The advertising segment typically accounts for 80% to 90% of its total revenue. Everything else is there to collect users’ data and direct users’ attention to its advertising revenue stream.
After two decades in this monopoly position, Google’s search product is much more tuned to the company’s needs than those of its users. When Google Search first arrived decades ago, it was revelatory in its ability to instantly find useful information across the still-nascent web. In 2025,…
