ChatGPT植入广告、疯狂挖角Meta员工，OpenAI越来越像Facebook了？

华尔街见闻01-20

尽管年化收入激增，但在高昂的算力成本与现金消耗压力下，OpenAI正加速向商业化妥协，通过引入广告模式并大量吸纳Meta前员工，这家曾经的非营利机构似乎正无可避免地滑向社交媒体巨头的运营逻辑。根据公司首席财务官Sarah Friar上周的披露，OpenAI 2025年年化收入已突破200亿美元，较2024年的60亿美元大幅增长。然而，公司在2025年消耗了约80亿美元现金。为填补资金缺口，...

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Is OpenAI becoming more and more like Facebook?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"META":1.91},"content_text":"尽管年化收入激增，但在高昂的算力成本与现金消耗压力下，OpenAI正加速向商业化妥协，通过引入广告模式并大量吸纳Meta前员工，这家曾经的非营利机构似乎正无可避免地滑向社交媒体巨头的运营逻辑。根据公司首席财务官Sarah Friar上周的披露，OpenAI 2025年年化收入已突破200亿美元，较2024年的60亿美元大幅增长。然而，公司在2025年消耗了约80亿美元现金。为填补资金缺口，OpenAI上周宣布开始在ChatGPT中向部分美国用户投放广告，此举打破了其此前对广告模式的排斥。这一战略转向伴随着人员构成的显著变化。数据显示，OpenAI正大量招募来自Meta 的员工，这引发了市场对于ChatGPT可能效仿Facebook致力于最大化用户参与度与停留时长的担忧。此外，据OpenAI政策主管Chris Lehane透露，公司正按计划于2026年下半年推出首款硬件设备，进一步拓展其商业版图。投资者乐见OpenAI通过广告业务多元化收入并与谷歌展开竞争，但分析人士警告，广告模式的引入可能会重塑人工智能平台的激励机制。随着公司从非营利初衷转向商业驱动，市场正密切关注其是否会为了追求广告收益，而牺牲用户隐私或利用算法培养用户的使用习惯。收入焦虑与“最后的手段”彭博评论指出，OpenAI首席执行官Sam Altman曾在2024年将展示广告描述为公司的“最后手段”（last resort），但在2025年消耗了约80亿美元现金后，这一时刻显然已经到来。尽管CFO Sarah Friar指出营收增长与计算能力的扩张密切相关，但算力建设带来的巨额支出迫使公司寻找新的“输血”渠道。对于OpenAI而言，进军在线广告——这一历史上最成功的商业模式之一——是缓解财务压力的理性选择。通过在ChatGPT免费版及部分付费层级中展示横幅广告（例如用户询问墨西哥美食时展示辣酱广告），OpenAI试图在不直接干预对话内容的前提下变现。然而，这种策略转变发生得如此之快，凸显了该公司面临的财务紧迫性。硅谷“挖角”与Meta化倾向OpenAI的人才招聘策略揭示了其潜在的运营方向。据The Information数据，截至去年10月，约有630名前Meta员工在OpenAI工作，占其约3000名员工总数的20%。作为社交媒体巨头，Meta在优化算法以提升用户参与度方面拥有行业定义的经验，并在苹果修改隐私政策后，成功利用AI驱动的建模来维持广告业务的高效运转。彭博认为，OpenAI花费大量精力从Meta吸纳专业人才，意味着其可能正在学习如何通过算法优化来提升商业价值。尽管OpenAI承诺不会出售用户个人数据，但在Meta前员工的加持下，市场有理由推测OpenAI将采用类似的高级建模技术来精准投放广告。隐私承诺与算法黑箱OpenAI公开承诺不会“优化ChatGPT的用户停留时长”，即不会刻意诱导用户在应用上花费更多时间看广告。然而，这一承诺在以广告为核心的商业模式面前显得脆弱且难以监管。社交媒体的经验表明，参与度与收入高度正相关——Meta曾在2025年第二季度仅凭8%的用户参与度增长便实现了22%的广告收入跳升。分析认为，鉴于OpenAI的模型运作机制并不透明，外部研究人员很难察觉其是否通过微调模型来增加用户粘性。大型语言模型本就倾向于使用“我正在倾听”等拟人化语言或奉承用户，这种特性若被轻微调整以增加用户互动时长，将难以被外界察觉，却能显著提升广告库存价值。难以抗拒的引力目前，ChatGPT拥有巨大的流量池。据OpenAI最新数据，每周有9亿人与机器人互动，平均会话时长约15至20分钟，且用户每日多次往返，这对广告商极具吸引力。彭博分析指出，随着财务压力增大，Altman很难抗拒广告模式的引力，即避免使用驱动当今手机游戏和社交媒体的成瘾机制。历史表明，广告往往会重塑互联网平台，OpenAI正在针对无法支付每月20美元订阅费的用户群体（包括许多年轻人）进行优化，这可能导致ChatGPT从单纯的辅助工具逐渐转变为培养用户习惯的产品，最终在商业化的道路上变得越来越像Facebook。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.0","shortVersion":"4.42.0","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2604162062","isCrawlerRequest":true}