OpenAI has hinted it will overhaul ChatGPT’s pricing system. That has also raised expectations that the unlimited subscription model could disappear.

According to Business Insider on March 17 local time, Nick Turley (닉 털리), who leads ChatGPT at OpenAI, appeared on the Sunday podcast “Biztoopod” and said, “In a world where technology changes this fast, there is no world where the pricing system does not change dramatically.”

According to Turley, ChatGPT started as a temporary demo that was set to shut down a month later. After it went viral and drew an explosive response, OpenAI quickly realised it was a real product. The subscription model was introduced to cope with surging demand. Turley said he “stumbled into the subscription model” and described it as a “stopgap” for capacity constraints.

ChatGPT currently offers a free version, along with a $20-a-month Plus plan and a $200-a-month Pro plan.

As AI capabilities advance rapidly and computing-resource consumption grows, Business Insider reported that the subscription model is under pressure.

Turley said that keeping an unlimited plan at this point is like an unlimited electricity plan, adding, “That makes no sense.” Sam Altman (샘 알트먼), OpenAI’s chief executive, also mentioned last week that AI could be sold like electricity based on usage. OpenAI is reviewing ways to link usage and fees while keeping accessibility. Turley said the company is exploring various options, including advertising experiments, for users who cannot afford subscription fees.