OpenAI is facing increasing costs associated with building and running large language AI models, prompting the company to reconsider its pricing strategy. Previously, the expenses were manageable enough for OpenAI to offer free access to its services. However, with the latest models, this is no longer sustainable. Currently, OpenAI's Pro subscribers are charged $200 per month, yet the company is reportedly still incurring losses. This situation has led to discussions about the need for new revenue models, including potential pricing based on the length of individual responses provided by the AI. The growing resource and energy demands of AI services are also highlighted as a significant factor in the financial challenges faced by OpenAI.