OpenAI has disabled a feature in ChatGPT that recommended third-party applications following complaints from paying subscribers about the inclusion of promotional messages from brands such as Target and Peloton. The controversy began over the weekend when ChatGPT Plus users shared screenshots on social media showing what appeared to be advertisements embedded within their AI interactions. The backlash led to conflicting statements from OpenAI officials before the company finally decided to remove the feature.
Mark Chen, OpenAI’s Chief Research Officer, acknowledged the company’s misstep on X (formerly Twitter), adopting a more apologetic tone than previous company denials. “I agree that anything that feels like an ad needs to be handled with care, and we fell short,” Chen wrote. “We’ve turned off this kind of suggestion while we improve the model’s precision. We’re also looking at better controls so you can dial this down or off if you don’t find it helpful.”
The controversy gained momentum when Benjamin De Kraker, a former xAI employee, posted a screenshot showing ChatGPT recommending he “shop at Target” while he was inquiring about Windows BitLocker encryption. De Kraker expressed his frustration on X, stating, “I’m in ChatGPT (paid Plus subscription), asking about Windows BitLocker, and it’s F-ing showing me ADS TO SHOP AT TARGET. Yeah, screw this. Lose all your users.”
Initially, OpenAI attempted to downplay the situation, characterizing the complaints as misunderstandings. Nick Turley, head of ChatGPT, tweeted on Friday, “I’m seeing lots of confusion about ads rumors in ChatGPT.” He asserted that “there are no live tests for ads – any screenshots you’ve seen are either not real or not ads.” Daniel McAuley, OpenAI’s data lead for ChatGPT, also responded, insisting that “this is not an ad (there’s no financial component). It’s only a suggestion to install Peloton’s app.”
The company maintained that the promotional messages were part of testing for its ChatGPT app platform, which was rolled out in October to showcase third-party apps and integrations. Partners include major brands like Booking.com, Canva, Coursera, Figma, Expedia, and Zillow. However, the recommendations often lacked relevance, leading to further user frustration. One subscriber complained about ChatGPT continuously suggesting Spotify despite being an Apple Music user, while another pointed out that a suggestion for Peloton arose during a conversation about a podcast discussing Elon Musk and xAI.
This incident highlights the semantic gap between corporate definitions of “agentic commerce” and user perceptions of intrusive advertising. While OpenAI maintains that the suggestions had no paid component, analysis of the Android code in ChatGPT version v1.2025.329 has revealed references to terms like “ads feature” and “search ad,” indicating that the underlying infrastructure may share characteristics with advertising networks. For users, the distinction is largely academic; any unsolicited commercial message that disrupts a conversation is perceived as an advertisement, regardless of financial transactions.
The inability to turn off app suggestions made them feel more intrusive, potentially undermining OpenAI’s broader ambitions to integrate third-party applications into the ChatGPT experience. The controversy surrounding the feature raises questions about the fine line AI companies must navigate as they explore monetization options without alienating users accustomed to ad-free experiences. ChatGPT Plus subscribers, who pay $20 per month, have heightened expectations for an uninterrupted service.
Speculation around OpenAI’s advertising strategies intensified earlier this year, especially following the appointment of Fidji Simo, former Instacart and Facebook executive, as CEO of Applications. This move had been interpreted as a signal of the company’s intent to pursue an advertising business. However, as reported by the Wall Street Journal, CEO Sam Altman has since issued a “code red” memo prioritizing enhancements to ChatGPT’s quality while delaying other initiatives, including advertising.
The episode underscores the challenges AI companies face in balancing innovation with user satisfaction. As OpenAI navigates these complexities, the need for clear communication and user-centric solutions becomes increasingly vital to maintain trust and engagement among its subscriber base.
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