OpenAI just pulled the plug on controversial app suggestions that looked suspiciously like ads after paying ChatGPT subscribers revolted. The company's chief research officer admitted they "fell short" with promotional messages for brands like Target and Peloton, sparking a trust crisis that forced immediate action.
The controversy erupted when paying ChatGPT subscribers started posting screenshots of what appeared to be targeted advertisements embedded in their AI conversations. One frustrated user, Benjamin De Kraker, shared an image showing Target shopping suggestions appearing while he was asking about Windows BitLocker - a technical security question that had nothing to do with retail.
"I'm in ChatGPT (paid Plus subscription), asking about Windows BitLocker and it's F-ing showing me ADS TO SHOP AT TARGET," De Kraker posted on X. "Yeah, screw this. Lose all your users." The post quickly went viral, sparking broader outrage among the platform's paid subscriber base who felt betrayed by what seemed like intrusive advertising in a premium service.
OpenAI initially tried damage control, with ChatGPT head Nick Turley posting Friday that "there are no live tests for ads" and dismissing user complaints as confusion. "Any screenshots you've seen are either not real or not ads," Turley claimed, adding that if the company pursued advertising, they'd "take a thoughtful approach" that respects user trust.
But the company's tone shifted dramatically when Chief Research Officer Mark Chen stepped in with a more contrite response. "I agree that anything that feels like an ad needs to be handled with care, and we fell short," Chen wrote on X. "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 admission reveals a deeper tension at OpenAI as the company struggles to balance user experience with mounting pressure to generate revenue. The promotional messages were supposedly part of testing for the ChatGPT app platform that OpenAI announced in October, designed to showcase third-party applications built on the platform.
However, the timing couldn't be worse for OpenAI. According to a Wall Street Journal report this week, CEO Sam Altman recently issued a "code red" memo prioritizing ChatGPT quality improvements over other initiatives, including advertising development. The internal directive suggests the company recognized its core product was falling behind competitors, particularly as Google's AI offerings gain traction.
