Since its launch in late 2022, ChatGPT has established itself as one of the most widely used tools in generative artificial intelligence. With over 100 million monthly active users, the model developed by OpenAI has rapidly become widespread in everyday, professional, and academic use. But a recent development is changing the game: certain new features will only be available for an additional fee.
\n\n\n\nThis decision marks a strategic milestone for OpenAI, which is adapting its business model in response to the high costs of developing, hosting, and training its models. It also raises fundamental questions about accessibility, equity, and the future of AI tool distribution.
\n\n\n\nUntil now, ChatGPT operated on a relatively straightforward model: a free version with limited capabilities and a paid “Plus” plan (around 20 euros per month) that provided access to the latest models. Going forward, OpenAI is introducing a more granular approach. Certain features will only be available for an additional fee, separate from the main subscription.
\n\n\n\nThe idea is to distinguish between basic uses (conversation, writing, research assistance) and advanced features (intelligent agents, transactional capabilities, multimodality). This model is based on the principle of the scalable freemium model, which has already proven successful in collaborative software and cloud services: access is simple and often free, but specialized features require a fee.
\n\n\n\nAccording to a PwC report (2024), nearly 65% of technology companies that have integrated AI now use a modular pricing model to align operating costs with the diversity of use cases1. OpenAI is therefore no exception to this trend.
\n\n\n\nAmong the new features that may incur additional costs, several have already been mentioned:
\n\n\n\nOpenAI attributes this segmentation to the energy and hardware costs associated with such features. According to the University of Washington, training a large multimodal model can require several million dollars in computing power and consume as much electricity as a small town would use over several weeks2.
\n\n\n\nThis tiered pricing has significant implications:
\n\n\n\nA UNESCO report (2024) highlights that affordability remains a major challenge: 41% of the educational institutions surveyed consider the costs associated with generative AI to be a barrier to its integration into teaching3.
\n\n\n\nWith this decision, OpenAI is pursuing a twofold goal:
\n\n\n\nThis strategy brings OpenAI closer to the business models of major digital platforms: offering a widely available basic service to create a network effect, and then restricting access to the most expensive innovations.
\n\n\n\nThe introduction of additional fees also raises questions of transparency and fairness.
\n\n\n\nAccording to a BEUC study (2024), 57% of European consumers believe that the additional fees charged by tech companies for access to AI could widen inequalities in access to digital tools4.
\n\n\n\nWith the introduction of additional fees, OpenAI confirms that the future of artificial intelligence will be shaped by à la carte pricing. Widespread access to basic features will coexist with advanced options reserved for those willing to pay more.
\n\n\n\nThis strategy reflects a broader trend: AI is evolving into a multi-tiered market, where the most advanced innovations are becoming premium services. For users, the challenge will be to strike a balance between the tangible benefits and the cost of these services. For institutions, it poses a challenge in terms of regulation and democratization.
\n\n\n\nOpenAI is betting on the rise of AI integrated into professional and personal practices, though access to features beyond the basics will depend on individual ability to pay. It remains to be seen whether this model will gain social acceptance, and whether artificial intelligence will become a public good or a market-driven product in the future.
\n\n\n\nIn a previous post on this blog, we analyzed the evolution of the AI business model with: OpenAI is betting big: $1.1 billion to take its AI to the next level
\n\n\n\n1. PwC. (2024). AI Monetization Strategies in Tech.
\nhttps://www.pwc.com\n
2. University of Washington. (2023). Energy Costs of Large AI Models.
\nhttps://www.washington.edu \n
3. UNESCO. (2024). AI in Education: Access and Equity Report.
\nhttps://www.unesco.org \n
4. BEUC. (2024). Consumers and Artificial Intelligence: Pricing and Fair Access.
\nhttps://www.beuc.eu\n
Since its launch in late 2022, ChatGPT has established itself as one of the most widely used tools in generative artificial intelligence. With over 100 million monthly active users, the model developed by OpenAI has become widely accessible…
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