ChatGPT Users Rage About “Ads.” OpenAI: They’re Something Else
Several ChatGPT users — including paid subscribers — report seeing app or store suggestions inside conversations that feel like advertisements. OpenAI says the items are contextual suggestions with no financial component and it is working on the UX.
What users are seeing
Over the past day a number of ChatGPT users shared screenshots and posts showing what looked like shopping or app-store suggestions appearing within their chat threads. In some cases the suggestions referenced brands (for example, the Peloton app) despite the conversation having no connection to that brand. The presence of these suggestions — visible even to some paid subscribers — sparked immediate frustration and debate online.
For many users the problem is one of expectation and context: when an assistant unexpectedly suggests installing an app or visiting a store, it feels like an advertisement even if the platform considers it a product suggestion.
OpenAI’s response: “Not an ad”
OpenAI staff responded quickly on social platforms. Daniel McAuley, who works on data at OpenAI, replied to a viral post noting that the content was not a paid ad and contained no financial component. According to the company’s response, the items are contextual suggestions — an attempt to surface potentially helpful apps or resources — and not paid promotions.
McAuley acknowledged the experience was confusing in some cases and said OpenAI was iterating on the suggestions and the user interface to make them more relevant and less disruptive.
Why users feel they are ads
Several factors make these in-chat suggestions feel ad-like:
- Unexpected placement: Suggestions appear inside chat threads where users expect only assistant responses.
- Brand names and store links: Seeing a specific app or store tile makes the content look promotional.
- Paid subscriber expectations: Users paying for premium service expect a cleaner, less commercial experience.
Even if the suggestions are not paid, UX researchers say perceived “ads” can still damage trust if they interrupt user flow or seem irrelevant.
Is OpenAI planning real ads?
There have been earlier indications that OpenAI might explore advertising or other monetisation methods in the future. However, according to public comments from company leadership, plans for any ad rollouts have been affected by recent shifts in product priorities. In particular, Sam Altman’s internal “code red” memo and other strategic moves reportedly shifted timelines for some product changes.
For now OpenAI’s front-line message is that these in-chat suggestions are not paid ads, but the company’s business model pressures and the need for sustainable revenue mean that users remain wary of the possibility of future paid promotions.
What OpenAI says it will do
OpenAI said it is iterating on the suggestions system and the surrounding UX. The company’s public reply emphasises two points:
- these suggestions currently have no financial arrangement behind them, and
- the UX will be improved to reduce irrelevant or confusing suggestions.
OpenAI appears to be treating this as a product quality issue rather than an advertising policy failure — but the episode shows how quickly user trust can erode when interfaces introduce commercial-sounding elements.
User reactions and community response
The backlash was visible on Twitter (X), Reddit and other platforms where subscribers shared screenshots and criticised the experience. Many users emphasised that paying subscribers expect a distraction-free environment and have low tolerance for anything that resembles advertising.
Below is one example of a viral post (embedded) that helped bring attention to the issue:
I'm in ChatGPT (paid Plus subscription), asking about Windows BitLocker
— Benjamin De Kraker (@BenjaminDEKR) December 3, 2025
and it's F-ing showing me ADS TO SHOP AT TARGET.
Yeah, screw this. Lose all your users. pic.twitter.com/2Z5AG8pnlJ
Design lessons: clarity, consent and control
This episode highlights a few practical lessons for AI product teams:
- Be explicit: If something is a suggestion, label it clearly. If it’s sponsored, disclose it clearly.
- Respect context: Avoid surfacing suggestions that have no relationship to the user’s current task.
- Give control: Let users turn off or tune suggestion frequency (especially paid subscribers).
- Measure impact: Track whether suggestions help or annoy users; ux metrics matter as much as revenue.
Final thoughts
Whether OpenAI is experimenting with helpful contexts or preparing for a future monetisation path, the incident is a reminder that perceived advertising inside AI assistants quickly erodes trust. As companies monetise AI, transparency and user control will be the difference between helpful features and unwelcome interruptions.
For now OpenAI says the items are non-financial suggestions and that it’s improving the UX. Users will be watching closely.