I don’t know how $5B+ in marketing for OpenAI is actually possible.
To put it in perspective, that’s about the combined campaign budget of the Trump and Harris campaigns.
I would expect to be seeing a lot more openAI ads than I’m seeing right now. And they would be everywhere.
My charitable guess is that they lump the compute expense for free users as "Marketing".
My less than charitable guess is that the leaked financials is a piece of fiction intended to make inference not look unprofitable.
“Marketing” typically includes all the people in solutions architecture, developer advocacy, compute credits, and many other things. It’s a ton more than just advertising spend, which is often a minority of what appears on that line item. Given that it’s very plausible those sort of sums are realistic.