The news: OpenAI is looking to raise prices for ChatGPT Plus subscriptions with a $2 per month increase this year and up to $44 a month in five years, per documents reviewed by The New York Times.

ChatGPT Plus, which currently costs $20 a month, could follow the lead of popular streaming services that periodically raise prices with hopes that customers will pay extra to retain their subscriptions.

Unlike video- and music-streaming services, OpenAI has no existing ad-supported model—tacking ads onto the ChatGPT Plus experience could be seen as hostile to users.

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ChatGPT Plus’ imminent price increase could sustain OpenAI’s growth or drive customers away

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