AI Subscription Growth Slow but Steady, Free Versions Likely to Remain
8 reported2 unconfirmed
A new report from the Bank of America Institute shows that only about 3% of U.S. households were paying for AI subscriptions as of February 2026, though that number grew about 10% compared to a year earlier. Many users, like Kirby Plessas, subscribe to multiple platforms, paying $40 a month for both ChatGPT and Gemini. OpenAI reports about 50 million subscribers, and its head of ChatGPT, Nick Turley, believes there is room to quadruple that number. Turley stated that subscribers will always be a minority and that the company aims to keep a free version accessible. However, he did not promise a free version of ChatGPT’s eventual successor, which could be an agentic AI that acts as a personal assistant. AI companies are also exploring alternative revenue models, including advertisements and bundling with existing subscriptions, though experts caution that ads may not fit AI’s intended use.
What’s reported
Only about 3% of U.S. households paid for AI in February 2026, according to the Bank of America Institute.
The number of paying households grew about 10% compared to a year earlier.
OpenAI has about 50 million subscribers.
Nick Turley, head of ChatGPT at OpenAI, said subscribers will always be a minority of users.
Turley said OpenAI will likely always offer a free version of ChatGPT but did not promise a free version of its eventual successor.
OpenAI is piloting ads for free users and Go tier subscribers, promising ads will be clearly labeled and not influence answers.
BlackRock held a summit in March where OpenAI CEO Sam Altman suggested AI could be sold like electricity, billing based on usage.
Greg Portell of Kearney consulting suggested AI could be bundled with other subscriptions like Amazon Prime or internet service.
Open questions
Whether OpenAI’s eventual successor to ChatGPT will have a free version.
How AI companies will ultimately balance subscription, ad, and bundling revenue models.
Key figures
Kirby Plessas, self-described technophile and AI subscriber
Sekoul Krastev, cofounder of the Decision Lab
Pam Dean, subscriber to ChatGPT and Claude
Jim Arnold, user who created a Spanish tutor version of ChatGPT
Nick Turley, head of ChatGPT at OpenAI
Jeff Hancock, head of Stanford University’s Tech and Impact Policy Center
Sarah Womer, subscriber to multiple AI platforms
Sam Altman, CEO of OpenAI
Greg Portell, lead partner at Kearney consulting
Sources: NPR
