OpenAI has disabled certain app promotion messages within ChatGPT following user complaints that the chatbot was displaying content resembling advertisements. In a post on X, Mark Chen, OpenAI’s chief research officer, acknowledged the issue, stating that the company had fallen short in delivering a seamless experience and that these types of promotional suggestions have now been turned off. “I agree that anything that feels like an ad needs to be handled with care, and we fell short,” Chen said. “We’re also looking at better controls so you can dial this down or turn it off entirely if you don’t find it helpful.” The change comes after users—some of whom are on paid Pro and Plus plans—shared screenshots of in-app messages promoting companies like Peloton and Target. These messages appeared beneath unrelated conversations, suggesting users “find a fitness class” or “shop for home and groceries” after discussing topics such as xAI and BitLocker. The links directed users to integrated apps within ChatGPT. An unnamed company spokesperson previously told TechCrunch that these messages were part of OpenAI’s testing phase for surfacing relevant third-party apps, aligning with a plan announced in October to suggest apps when they’re contextually appropriate. However, OpenAI data engineer Daniel McAuley clarified that the messages are not ads because they lack a financial component. Still, he admitted they created a “bad/confusing experience” due to poor relevance. McAuley also noted that the goal was to improve user retention by encouraging engagement with partner apps directly inside ChatGPT, reducing the likelihood users would switch to alternative platforms. OpenAI has not yet confirmed whether all app suggestions are being removed or only specific types. The company has been under growing pressure to generate profits, despite reporting $12 billion in annualized revenue this summer. Still, financial projections suggest OpenAI could burn through $115 billion by 2029 and spend over $1 trillion to achieve its vision of superintelligent AI. Currently, most of OpenAI’s revenue comes from API usage and subscriptions, but only about 5% of ChatGPT’s 800 million users are paying customers. The timing of the controversy is notable, as OpenAI recently declared a “code red” amid rising competition from Anthropic and Google. The latter has begun testing ads in its AI-powered Search mode, raising concerns that OpenAI may follow suit. ChatGPT head Nick Turley responded to backlash by insisting there are no live ad tests on the platform and that any screenshots circulating online are either inaccurate or not genuine ads. He did not clarify which, if any, of the shared messages were real. In a prior interview on Decoder, Turley said he wouldn’t rule out ads in the future but emphasized the need for them to be “very thoughtful and tasteful.” Sam Altman has also expressed openness to ads, citing Instagram’s successful integration as a model. However, OpenAI has reportedly delayed several monetization initiatives, including ads and shopping features, to focus on improving core performance.