OpenAI has been forced to quickly disable a new feature in its flagship ChatGPT service after users reacted negatively to promotional messages that many perceived as the platform's first foray into advertising. The incident highlights the delicate balance the company must strike between monetizing its popular AI tool and maintaining user trust in a clean, focused experience.
OpenAI Disables Controversial App Suggestions
Following significant user complaints, OpenAI has disabled a feature that surfaced promotional messages for integrated apps within ChatGPT conversations. The company's chief research officer, Mark Chen, confirmed the move in a post on X, stating, "I agree that anything that feels like an ad needs to be handled with care, and we fell short." The messages, which promoted services like Peloton and Target, appeared as suggestions underneath unrelated chats, leading to immediate confusion and frustration. Chen added that the company is now looking at implementing better user controls to allow people to reduce or turn off such suggestions in the future.
User Backlash Over Perceived Ads Erodes Trust
The core of the controversy stemmed from user perception. For many, especially those paying for ChatGPT's Pro and Plus subscription tiers, the platform represented an ad-free environment. Screenshots shared online showed messages encouraging users to "find a fitness class" or "shop for home and groceries" appearing after conversations about completely unrelated topics like xAI or BitLocker. This lack of contextual relevance made the prompts feel intrusive and commercial, sparking fears that OpenAI had quietly introduced advertising. The backlash was swift, with users expressing concern over the erosion of trust in a service they rely on for unbiased assistance.
Internal Confusion and Executive Responses
The situation revealed some internal confusion at OpenAI regarding how to characterize the feature. While an unnamed spokesperson initially described the messages as part of tests for "surfacing apps," data engineer Daniel McAuley argued they were not ads because "there's no financial component." He did, however, acknowledge the "lack of relevancy makes it a bad/confusing experience." ChatGPT head Nick Turley responded to the online criticism by insisting "there are no live tests for ads" and that any concerning screenshots were "either not real or not ads," without specifying which promotional messages might have been fake.
OpenAI's Stated Position on ChatGPT Ads:
- Nick Turley (ChatGPT Head): Would not rule out ads but stated OpenAI would need to be "very thoughtful and tasteful" about it (August 2025).
- Sam Altman (CEO): Is "not totally against" introducing ads and has praised ad integration on Instagram.
The Financial Pressure Behind Monetization Experiments
The strong user reaction to anything resembling an ad is understandable given OpenAI's well-publicized financial pressures. The company is reportedly on track to burn through USD 115 billion by 2029 to fund its ambitious goal of building superintelligent AI. While it hit an impressive USD 12 billion in annualized revenue this summer, a Financial Times report indicates only 5% of ChatGPT's 800 million users are paying subscribers. This revenue gap creates immense pressure to find new monetization streams. Both Turley and CEO Sam Altman have previously stated they are not opposed to ads in principle, with Altman noting he enjoys how they are integrated on platforms like Instagram.
OpenAI's Financial Context (Reported Figures):
| Metric | Reported Value | Source/Context |
|---|---|---|
| Annualized Revenue (Summer 2025) | USD 12 billion | Recent reporting |
| Projected Cash Burn (Through 2029) | USD 115 billion | Funding AI development goals |
| ChatGPT Paying Users | ~5% of 800 million | Financial Times report, October 2025 |
| Pledged AI Development Spend | > USD 1 trillion | For superintelligent AI goal |
A Strategic Pivot Amidst a "Code Red"
The timing of this misstep is particularly sensitive. OpenAI recently declared an internal "code red" to prioritize improving ChatGPT's core quality and fend off increasing competition from rivals like Anthropic and Google. As part of this shift, initiatives including early advertising and shopping features have reportedly been delayed. The quick decision to disable the app suggestions underscores that, for now, preserving user experience and trust is taking precedence over experimental monetization. The company's challenge will be to find a transparent, tasteful, and genuinely helpful way to integrate commercial elements without alienating its massive user base.