OpenAI is reconsidering the way ChatGPT is sold to users. ChatGPT’s head, Nick Turley, has now suggested that the AI startup may phase out its unlimited subscription plans in the near future, as technology evolves. Turley’s idea follows the views of OpenAI CEO, Sam Altman, who wants intelligence to be considered as a utility in the future, similar to water or electricity.
Nick Turley compared unlimited AI plans to having unlimited electricity. He said on the Bg2 Pod podcast, “It’s possible that in the current era, having an unlimited plan is like having an unlimited electricity plan.” He added, “It just doesn’t make sense.”
A few days ago, Sam Altman faced scrutiny for hinting that OpenAI may start selling intelligence as a utility to users. Just like water or electricity, this intelligence may be sold to customers on a meter basis. According to Altman, people will simply pay AI companies to use their intelligence as needed.
ChatGPT head says OpenAI may change pricing soon
ChatGPT currently offers a free version with usage limits, a Plus plan at Rs 1,999 per month with higher limits, and a Pro plan for Rs 19,900 per month that includes unlimited prompts and faster performance. The more affordable ChatGPT Go plan costs Rs 399 per month in India.
However, the AI startup has not really changed the pricing model for its top tier since it was launched in December 2024. Nick Turley believes that pricing across industries change as technology makes progress, hinting that AI should be no different. He explained, “There’s no world in which pricing doesn’t significantly evolve when the technology is changing this quickly.”
While Turley insisted that OpenAI will retain its free tier to keep the platform accessible to everyone, he was clear that pricing needs a rethink. He added that he would be “incredibly surprised if it didn’t change, given the magnitude and profoundness of the technical breakthroughs that we’ve had and the product breakthroughs that follow.”
OpenAI may not be alone
OpenAI may not be the only AI company contemplating such a shift. Last year, Microsoft CEO Satya Nadella revealed that his company was potentially planning to charge clients on a “per agent” basis, instead of charging per user, as AI becomes a more integral part of the workforce.
Companies such as Anthropic already offer a pay-as-you-go model for users, charging them on a per token basis for services like Claude Code.
