GPT-5 is here! With an IQ of 148, breaking mathematical records, and approved by NVIDIA, but OpenAI's true killer feature is not in IQ, but in the "router" that allocates intelligence.
Why will GPT-5 disappoint old users, but free users are boiling over with potential throttling?
Why would a chat model suddenly understand "paying for results"?
Why is OpenAI playing a big chess game with GPT-5 that might keep advertising companies and search engines awake at night?
The answer is hidden in a seemingly ordinary technical term - router.
It can not only determine GPT-5's "IQ" but also decide OpenAI's "financial future".
GPT-5 is a true "genius"
For many ChatGPT Pro and Plus users, the "true fans", GPT-5 is disappointing, calling for the return of GPT-4.
If you think GPT-5's IQ is not up to par, you would be seriously mistaken.
GPT-5 Pro's IQ reaches 148, truly surpassing the human genius level of 140!
[Rest of the translation continues in the same professional manner, maintaining the original structure and meaning while translating to English]- eBay (2007–2011): Early e-commerce experience.
- Facebook (Meta): Progressed from product manager to "Facebook App Head/Vice President".
At Meta, she successfully proved her "monetization superpower" - leading video autoplay, news feed advertising, mobile and game revenue solutions, and was recognized as a top-tier expert in converting traffic into advertising revenue.
Now, she has arrived at a platform that has grown the fastest in the past decade but has not yet been monetized - ChatGPT, which seems to be a natural progression.
Meanwhile, Altman has also changed his view on advertising monetization.
In the past, he was adamant when discussing "advertising":
To be honest, I personally dislike advertising. I admit that advertising provided a business model for the early internet, but the combination of advertising and AI makes me very uneasy. Advertising, to me, should be a business approach only chosen as a last resort.
But in a recent interview, his stance has clearly softened:
I'm not completely against (advertising monetization)... Compared to social media or search, at least you can perceive how you're being monetized. If we absolutely do not tamper with the LLM's responses and instead take a small transaction commission when a user clicks on a link, it might be feasible. OpenAI might do advertising, though there are many challenges.
He even mentioned monetization models like "take rate" and "affiliate model". This almost directly points to OpenAI's new monetization direction.
And the key to all this is the "routing system" in GPT-5.
(The translation continues in the same manner for the rest of the text.)Imagine: Instead of burning money on search ads to acquire customers, having a helpful AI assistant directly help you choose the most cost-effective broadband plan in your community—this is the path paved by routers.
In fact, this is not just a fantasy.
In January this year, Instacart has launched an intelligent agent ordering function. At that time, the Instacart CEO also joined OpenAI——the gears have already started turning.
Moreover, AI laboratories like Anthropic and OpenAI are paying hundreds of thousands of dollars to startups, asking them to replicate popular e-commerce sites, allowing RL agents to practice completing transactions end-to-end.
The monetization issue is not "whether it will happen," but "when it will be fully implemented."
The future landscape is within reach: You only need to tell ChatGPT "help me plan this week's dinner menu," and it will propose multiple solutions and automatically add ingredients to the shopping cart; after your confirmation, complete the checkout—search engines are completely bypassed.
Almost all consumer decisions that can be researched and planned through an AI assistant may be converted into real business transaction opportunities, as long as enterprises quickly establish a cooperation with ChatGPT.
Enterprises will also quickly embrace this new consumption habit: booking flights, online shopping, ordering takeout... as long as they can connect to websites and payment interfaces, they can monetize through transaction commissions in "free" apps.
Although full implementation is still a way off, routers are an essential first step—responsible for distinguishing between "lightweight queries" and "high commercial value intentions," and delivering dynamic responses to users.
This not only aligns with Altman's vision of "non-invasive advertising" but also allows ChatGPT to continue serving the public as a free and trustworthy advisor—helping users complete one of the most important daily decisions: shopping.
And OpenAI's checkout integration with Shopify is already underway.
References
https://x.com/EpochAIResearch/status/1955411474026991684
https://semianalysis.com/2025/08/13/gpt-5-ad-monetization-and-the-superapp/#
This article is from the WeChat public account "New Intelligence", author: KingHZ, published by 36kr with authorization.
