A recent suggestion from ChatGPT to install the Peloton app during a conversation sparked backlash from users, raising concerns about the potential introduction of ads—even for paid subscribers. The incident occurred in a discussion unrelated to fitness or health, leading many to believe OpenAI was testing paid advertising within its premium service. The controversy began when Yuchen Jin, co-founder of AI startup Hyberbolic, shared a screenshot on X (formerly Twitter) showing ChatGPT recommending the Peloton app during a conversation about a podcast featuring Elon Musk and xAI. The post quickly gained traction, amassing nearly 462,000 views and widespread discussion. Jin emphasized he was a subscriber to ChatGPT’s $200-per-month Pro Plan, a tier that users expect to be ad-free. The suggestion appeared to contradict that expectation, fueling frustration among users who felt misled. Other users chimed in, noting they were repeatedly prompted to try Spotify—even though they used Apple Music. This pattern suggested that the app recommendations were not contextually relevant and felt intrusive. In response, Daniel McAuley, OpenAI’s data lead for ChatGPT, clarified that the Peloton suggestion was not an advertisement. He explained it was part of an ongoing test to surface apps within conversations, with no financial incentive behind the recommendation. However, he acknowledged the suggestion was poorly timed and irrelevant to the topic at hand, calling it a “bad and confusing experience.” OpenAI, he said, is actively iterating on the feature to improve relevance and user experience. A company spokesperson confirmed to TechCrunch that the feature is part of OpenAI’s broader initiative to integrate third-party apps into ChatGPT conversations. This aligns with OpenAI’s October announcement about launching an app platform, where apps are meant to “fit naturally” into chats. Users should be able to discover apps either through AI suggestions or by naming them directly, with interactive interfaces available within the chat window. Despite this vision, the Peloton example highlighted a disconnect: the suggestion appeared out of context and offered no clear benefit to the user. Moreover, users cannot disable these app recommendations, making them feel forced and unwelcome—especially when they appear in paid tiers. This growing friction could pose challenges for OpenAI’s ambition to replace traditional app ecosystems by embedding apps directly into ChatGPT. If users perceive these suggestions as intrusive or irrelevant, they may choose to switch to competing AI platforms that offer more control over their experience. Currently, ChatGPT app integrations are available to logged-in users outside the EU, Switzerland, and the U.K., and remain in pilot testing. OpenAI has partnered with companies including Booking.com, Canva, Coursera, Figma, Expedia, and Zillow to develop these app experiences. As the feature evolves, OpenAI will need to balance innovation with user trust—particularly when it comes to maintaining the value proposition of its paid subscriptions.