ChatGPT was originally free because it was meant to be a one-month demo; OpenAI later shipped subscriptions not primarily to generate revenue but to shape demand and gracefully turn away users when the product hit capacity.

28:00pricing quite a bit. >> Yeah. >> Um maybe tell us a little bit about pricing. Um >> you know, right now pricing is pretty simple. uh is there a is there a path for for for folks who are getting a lot of great value to price that product differently and and and you know meet them where they are and and and and and the other way on the other side

28:17>> I mean pricing is there's no world in which pricing doesn't significantly evolve when >> the technology is changing this quickly right chat GPT originally was entirely free and the reason for that was that it was intended to be a demo >> and we were going to wind it down after a month >> we then realized that the demo went viral And people loved the demo and it

28:38was actually a product and but we realized to be a product you can't take the product down every time you're at capacity. So we you know ship subscriptions simply because it could shape the demand. It >> was a way of gracefully turning users away when we had to turn away someone and it felt like the fairest and most equitable way of doing so is saying hey you know if you really need this product

28:57pay a subscription fee and you got it. Then we figured out how to make the product stable and we had the choice of do we keep the subscription thing or do we go back to free and we realized we had consistently more tech that we couldn't scale. GPD4 being the first example because we had way too many free users to serve GPD4 and we put it behind

29:12the plus plan. And so, you know, the way we stumbled into subscriptions was was sort of accidental by trying to just solve for the user. Um, and it felt like the right way at the time um to to provide maximal access to our to to to our tech. Um, since then we've had so many other breakthroughs including test time compute where you can scale up >> um um intelligence

29:39>> um um kind of um as much as you want. Yeah, >> more or less. And um you know, it took us, you know, in the entire industry a little bit of time to turn that into product value, but we're here now where, you know, our our our our power users want to use more and more and more intelligence. And you it's possible that, you know, in in the

29:59current era having unlimited plan is like having unlimited electricity plan. You know, it just doesn't make sense because like, you know, people may need a lot a lot of electricity and they're getting a lot of value out of that. There's a reason you can't buy that, right? So, um, obviously I want to be really thoughtful about the way that we evolve our our plans and SKs and

30:16subscriptions, but you would be incredibly sub, you know, surprised if it didn't change given the magnitude and profoundness of of the technical breakthroughs that we've had and the product breakthroughs that follow. >> Yeah. Um, and you know, relatedly, so so I I imagine you're going to have something for the power users. >> Mhm. >> Um, what about the other side? How do we get um the casual users into the into