OpenAI has switched off a feature in ChatGPT that presented users with app suggestions widely interpreted as advertisements.
The decision comes after a wave of complaints from ChatGPT Plus and Enterprise subscribers, many of whom said the prompts felt intrusive and inappropriate for a paid service.
Although the company maintains that the suggestions were not ads, it admits that the rollout was mishandled.
Users began raising concerns when screenshots circulated online showing references to brands such as Peloton and Target.
These appeared during normal chatbot interactions and prompted confusion about whether OpenAI had begun inserting commercial promotions without notice.
OpenAI clarified that the prompts did not serve as paid placements but instead highlighted apps built on the ChatGPT platform, which the company launched in October.
The company stressed that it had attached no commercial arrangements to the suggestions.
Nevertheless, user frustration intensified, with some accusing the firm of minimising the issue instead of addressing the underlying concerns about transparency.
Nick Turley, who heads ChatGPT, attempted to reassure subscribers by confirming that OpenAI is not testing any form of advertising within the product.
He said that users had either misinterpreted or inaccurately presented the widely shared screenshots, and he noted that the company would follow a deliberate and fully transparent process if it ever moved toward advertising.
A more frank response came from Mark Chen, OpenAI’s chief research officer. He acknowledged user concerns and stated that the company had executed the feature poorly, emphasising that the team must approach anything resembling an advert with exceptional care.
Chen confirmed that OpenAI has now disabled the suggestions entirely and is working to improve the precision of the model.
User Controls Under Consideration
The company is also exploring user controls that would allow individuals to reduce or turn off such recommendations.
The backlash arrives at a pivotal moment for OpenAI. The firm recently hired Fidji Simo, formerly of Instacart and Facebook, to help build its applications division, a move many interpreted as early groundwork for a future advertising strategy.
However, a report in the Wall Street Journal suggests that CEO Sam Altman has issued a code red, directing the company to focus exclusively on improving ChatGPT’s core performance.
This shift has reportedly paused several new initiatives, including any early explorations into advertising.
For now, OpenAI says it is prioritising user trust and refining the platform to ensure a cleaner, distraction-free experience.
The company maintains that any future features will be introduced with clarity, transparency and user control at their centre.
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