OpenAI is facing an internal debate and user backlash over a new feature that has the distinct appearance of ads within its popular AI-powered chatbot, ChatGPT. Users, including those paying for the premium Pro subscription, are reporting seeing unsolicited suggestions for third-party services—such as Peloton or Target—pop up mid-conversation. This reportedly often happens in contexts entirely unrelated to shopping or fitness. The behavior inevitably makes one think of silent advertising implementation.
Even paid ChatGPT users seeing unrelated brand suggestions in conversations
While users are calling them ads, OpenAI firmly disputes the label. According to the company, these prompts are merely “app suggestions.” They claim these apps are designed to help users discover and utilize the third-party integrations launched since their DevDay event. Services from retailers and companies like Walmart, Zillow, and Spotify can now link directly into the ChatGPT interface.
The issue is not the existence of these apps, but the seemingly random timing of the suggestions. One paid subscriber, for instance, reported seeing an unrelated suggestion to shop at Target while asking ChatGPT about Windows BitLocker (reported by Mashable). This lack of conversational relevance is what fuels user skepticism.
OpenAI disputes claims about ad integration
An OpenAI employee quickly responded to the viral complaints. The rep clarified that there is “no financial component” involved, and the company is simply “iterating on the suggestions and UX” to improve relevancy. However, many users remain unconvinced, arguing that when a brand injects itself into an unrelated chat to encourage shopping, it fits the textbook definition of an ad, regardless of what the company calls it.
This controversy comes amid conflicting reports about OpenAI’s business strategy. CEO Sam Altman previously described advertising as a “last resort” for monetizing the platform, which has operated ad-free since its launch in 2022.
However, the company has also explored an ad-based model. Code referencing “ads features” has even appeared in a beta version of the ChatGPT Android app. This feature rollout, whether defined as an ad or a suggestion, hints at a growing need for monetization. After all, these generative AI companies with high valuations and operational costs are looking to stabilize their finances.
The core challenge for OpenAI lies in balancing this business need with user trust. If these suggestions continue to appear randomly, the company risks alienating its most loyal user base. This could push them toward ad-free competitors, among which is Google Gemini—ironically.
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