OpenAI (Unlisted:OPAI) has hired longtime Meta Platforms Inc (NASDAQ:META, XETRA:FB2A, SIX:FB) advertising executive Dave Dugan to lead its global ad sales efforts, marking a further step in the company’s push to build out new revenue streams around its artificial intelligence products.
Dugan, who recently stepped down as vice president of global clients and agencies at Meta, will join OpenAI as vice president of global ad solutions. In the role, he will report to Chief Operating Officer Brad Lightcap and oversee relationships with major advertisers and agencies.
The appointment comes as OpenAI expands its exploration of advertising within its products, including tests of ads in its free ChatGPT service and lower-priced subscription tier. The move signals a shift for the company, which has historically relied on subscriptions and enterprise offerings but faces growing costs tied to AI development and computing infrastructure.
Dugan brings experience working with large global brands and agencies at Meta, which generated nearly $200 billion in advertising revenue in 2025. His hiring suggests OpenAI is seeking to build a comparable commercial framework, focusing on advertiser relationships, campaign measurement, and brand safety as it develops its ad business.
OpenAI’s move into digital advertising represents a notable strategic evolution. OpenAI's CEO Sam Altman has previously expressed caution about incorporating ads into AI products, citing concerns about user trust and the potential perception that advertisers could influence chatbot responses. The company has said that advertising will not affect the answers generated by ChatGPT and that user conversations will not be sold to advertisers.
The company has also added advertising experience elsewhere in its leadership ranks. Fidji Simo, who now leads OpenAI’s product and business teams as CEO of applications, previously spent about a decade at Meta’s Facebook.
For users, the introduction of ads could mean more sponsored or promotional content within free or lower-tier versions of ChatGPT, while higher-priced subscriptions may emphasize reduced or no advertising. For advertisers, the platform could offer a new format centered on conversational interactions, though questions remain around targeting, measurement, and performance compared with established digital ad channels.