OpenAI has firmly denied rumors that it is testing advertisements on ChatGPT, following widespread concern among the platform’s 800 million weekly users. Screenshots circulating on social media appeared to show Target ads within the ChatGPT interface, sparking immediate backlash from users worried about the commercialization of the AI chatbot.
Nick Turley, OpenAI’s head of ChatGPT, addressed the controversy directly in a post on X (formerly Twitter) on Saturday, stating: “There are no live tests for ads — any screenshots you’ve seen are either not real or not ads.” He emphasized that if OpenAI does pursue advertising in the future, it will take “a thoughtful approach” that respects user trust.
The confusion appears to stem from OpenAI’s new shopping feature launched in late September, which the company describes as “the first steps toward agentic commerce in ChatGPT.” This feature, built in partnership with financial technology company Stripe, includes an Instant Checkout functionality that allows users to purchase products directly through the chatbot. When users ask shopping-related questions, ChatGPT displays relevant products from across the web, with a “Buy” tab for supported items.
One X user, Benjamin De Kraker, posted a screenshot showing what he believed were Target ads appearing while he was asking about Windows BitLocker on his paid Plus subscription. “Yeah, screw this. Lose all your users,” he wrote, expressing frustration that paid subscribers might be subjected to advertising.
While OpenAI has denied current ad testing, the company has previously acknowledged considering advertising as a potential revenue stream. Developer Tibor Blaho discovered code references to “an ads feature” in ChatGPT’s Android app in late November, suggesting the company has at least explored the possibility.
Any advertising plans appear to be on hold following Google’s release of Gemini 3 last month. OpenAI CEO Sam Altman reportedly issued a “code red” to employees in an internal Slack memo, stating the company would allocate more resources to ChatGPT and delay other product releases, including ads, in response to Gemini 3’s positive reception. This strategic shift highlights the intensifying competition in the AI chatbot market and OpenAI’s need to maintain its competitive edge.
Key Quotes
I’m seeing lots of confusion about ads rumors in ChatGPT. There are no live tests for ads — any screenshots you’ve seen are either not real or not ads. If we do pursue ads, we’ll take a thoughtful approach.
Nick Turley, OpenAI’s head of ChatGPT, made this statement on X to directly address user concerns about advertising. His response attempts to reassure users while leaving the door open for future advertising, emphasizing that any such move would be carefully considered.
People trust ChatGPT and anything we do will be designed to respect that.
Turley added this statement to emphasize OpenAI’s commitment to maintaining user trust, acknowledging that the platform’s credibility is fundamental to its success and any monetization strategy must preserve that relationship.
I’m in ChatGPT (paid Plus subscription), asking about Windows BitLocker and it’s F-ing showing me ADS TO SHOP AT TARGET. Yeah, screw this. Lose all your users.
Benjamin De Kraker, an X user, expressed this frustration in a viral post that sparked the controversy. His reaction as a paying subscriber reflects broader concerns that even premium users might be subjected to advertising, which many consider unacceptable for a paid service.
Our Take
This incident reveals the precarious position OpenAI occupies as it attempts to build a sustainable business model around ChatGPT. The company’s mission statement about benefiting “all of humanity” creates high expectations that may conflict with traditional monetization strategies. The swift and negative user reaction suggests that the AI community is particularly sensitive to commercialization, viewing it as potentially compromising the tool’s utility and objectivity. OpenAI’s quick pivot in response to Google’s Gemini 3 also demonstrates how competitive pressure can override planned revenue strategies. The confusion between shopping features and advertising highlights a broader challenge: as AI platforms become more integrated with commerce, the line between helpful recommendations and paid promotions will become increasingly blurred. How OpenAI navigates this tension will likely influence industry standards for AI monetization.
Why This Matters
This controversy highlights the delicate balance AI companies must strike between monetization and user trust. With only a fraction of ChatGPT’s 800 million weekly users paying for subscriptions, OpenAI faces significant pressure to diversify revenue streams beyond its current subscription model and enterprise partnerships. The strong negative reaction to perceived advertising demonstrates that users have high expectations for AI platforms, particularly those marketed as tools that “benefit all of humanity.”
The incident also reveals the competitive dynamics reshaping the AI industry. OpenAI’s decision to delay advertising plans in response to Google’s Gemini 3 release shows how quickly strategic priorities can shift in this rapidly evolving market. As major tech companies vie for dominance in conversational AI, user experience and trust become critical differentiators. The confusion between legitimate shopping features and traditional advertising also raises important questions about how AI platforms will integrate commerce without compromising their core value proposition. This situation may set precedents for how other AI companies approach monetization in the future.
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Source: https://www.businessinsider.com/chatgpt-ads-rumors-openai-nick-turley-2025-12