PRESTON, England (AP) — Liverpool players and fans paid tribute to Diogo Jota on Sunday in the Premier League champion's first game since the forward died in a car accident.
The pre-season friendly against Preston at Deepdale featured a live rendition of Liverpool's anthem “You'll Never Walk Alone” and a minute’s silence before kickoff.
Fans turned up with commemorative flags and sang Jota's name.
The Portugal international died along with his brother Andre Silva, also a soccer player, near the northwestern city of Zamora, Spain, on July 3.
On Friday Liverpool said it had retired his No. 20 jersey as a mark of respect.
Liverpool beat second-tier Preston 3-1 and forward Darwin Nunez paid tribute to Jota after scoring in the first half. In celebration, he mimicked his former teammate's iconic celebration by sitting on the grass and playing with an imaginary game controller.
AP soccer: https://apnews.com/hub/soccer
Liverpool fans stand and applaud in the 20th minute in memory of Liverpool player Diogo Jota and his brother Andre Silva during the pre-season friendly soccer match between Preston and Liverpool at Deepdale Stadium, Preston, Sunday July 13, 2025. (Martin Rickett/PA via AP)
Liverpool fans pay tribute to Liverpool player Diogo Jota ahead of a pre-season friendly soccer match between Preston and Liverpool at Deepdale Stadium, Preston, Sunday July 13, 2025. (Martin Rickett/PA via AP)
SAN FRANCISCO (AP) — OpenAI says it will soon start showing advertisements to ChatGPT users who aren't paying for a premium version of the chatbot.
The artificial intelligence company said Friday it hasn't yet rolled out ads but will start testing them in the coming weeks.
It's the latest effort by the San Francisco-based company to make money from ChatGPT's more than 800 million users, most of whom get it for free.
Though valued at $500 billion, the startup loses more money than it makes and has been looking for ways to turn a profit.
“Most importantly: ads will not influence the answers ChatGPT gives you,” said Fidji Simo, the company’s CEO of applications, in a social media post Friday.
OpenAI said the digital ads will appear at the bottom of ChatGPT's answers “when there’s a relevant sponsored product or service based on your current conversation.”
The ads “will be clearly labeled and separated from the organic answer,” the company said.
Originally founded just over a decade ago as a nonprofit with a mission to safely build better-than-human AI, OpenAI last year reorganized its ownership structure and converted its business into a public benefit corporation. It said Friday that its pursuit of advertising will be “always in support” of its original mission to ensure its AI technology “benefits all of humanity.”
But introducing personalized ads starts OpenAI “down a risky path” previously tread by social media companies, said Miranda Bogen of the Center for Democracy and Technology.
“People are using chatbots for all sorts of reasons, including as companions and advisors," said Bogen, director of CDT’s AI Governance Lab. “There’s a lot at stake when that tool tries to exploit users’ trust to hawk advertisers’ goods.”
FILE - The OpenAI logo is displayed on a mobile phone in front of a computer screen with output from ChatGPT, March 21, 2023, in Boston. (AP Photo/Michael Dwyer, File)
