OpenAI says it’s disabling ChatGPT suggestions that felt like ads

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If you felt like ChatGPT was suddenly trying to sell you a Peloton bike or gently nudge you toward a Target shopping spree, you weren’t alone. 

Some paying subscribers recently noticed what looked suspiciously like advertisements popping up during conversations, and they were not happy about it.

Cue OpenAI leadership sprinting onto the internet, insisting the smoke alarm is just “testing itself.”

OpenAI’s chief research officer, Mark Chen, acknowledged things got a little messy, admitting the company “fell short” after users began posting screenshots of what looked like product plugs. 

He insists they weren’t ads, or even tests for ads, but rather recommendations for third-party apps built within the new ChatGPT platform announced in October. 

I agree that anything that feels like an ad needs to be handled with care, and we fell short.

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.

— Mark Chen (@markchen90) December 5, 2025

Or in other words: “We’re not selling you things. We’re… showing you things. For science.”

Users, meanwhile, responded with skepticism levels normally reserved for airline pricing and crypto promises. 

One subscriber summed it up with a simple, iconic response:
“Bruhhh… Don’t insult your paying users.”

And heeeeere we go.

OpenAI employees are now claiming that a banner (in an unrelated chat) asking the user to "shop for groceries at Target"

"isn't an ad."
Bruhhh… Don't insult your paying users. https://t.co/Kw7tM3BrIV pic.twitter.com/31g8F5eOSd

— Benjamin De Kraker (@BenjaminDEKR) December 3, 2025

Nick Turley, head of ChatGPT, attempted damage control on Friday, writing:

“There are no live tests for ads — any screenshots you’ve seen are either not real or not ads.”

He added that if OpenAI ever does pursue real ads, they’ll be “thoughtful” about it, a phrase that has now arguably entered the same category as “We’re listening” and “Your call is important to us.”

Chen took a more apologetic tone earlier in the day, saying the company had already shut off the feature while improving “precision” and exploring user controls. 

Hopefully, including a giant OFF switch labeled “No Thanks, I Just Want ChatGPT To… Chat.”

All of this comes as former Meta and Instacart exec Fidji Simo, widely expected to shape OpenAI’s ad strategy, settles in. 

Except now, thanks to a reported Sam Altman “code red” memo, the company is shelving ad plans while focusing on improving ChatGPT’s core experience.