Love it or hate it, there’s one thing that ChatGPT avoids that many other tech products include right now: ads. Everything from websites, streaming services, and games ship with ads—either as a subsidized choice, or as a requirement. Chatbots like ChatGPT, however, have so far managed without this ad model, which is somewhat refreshing. The chatbot might lower your critical thinking skills, but it won’t try to get you to buy something.
That might not be the case for long, however. Over the past week, reports have been circulating about OpenAI’s plans to incorporate ads into ChatGPT. These aren’t just based on rumors and conjecture, either: Engineer Tibor Blaho spotted references in ChatGPT’s Android app beta to an “ads feature,” that included things like “bazaar content,” “search ad,” and “search ads carousel.” More damning, a Wall Street Journal report indirectly confirms the company’s work to bring ads to ChatGPT—though more on that later.
This Tweet is currently unavailable. It might be loading or has been removed.
If OpenAI were to actually roll out ads in its chatbot, it would have huge implications for the platform. Ads, of course, drive a huge amount of revenue for internet-based products, in large part because advertisers can target users with pinpoint precision. Nike doesn’t want to pay for ads to show up on a random assortment of users’ screens; they want to pay for ads to show up on users who are likely to buy Nike products. That’s where all the data trackers collect about us across apps and websites comes into play—and ChatGPT knows a lot about its users.
Imagine a scenario in which you ask ChatGPT for a lasagna recipe, and an accompanying shopping list. Where the current iteration of ChatGPT might suggest “tomato sauce,” you’ve expressed an interest in high quality ingredients in the past. So, in between mozzarella cheese and lasagna noodles, ChatGPT plops an ad for Rao’s. Perhaps you would’ve spend $3 on the generic brand at the store, but now you’re spending potentially more than $10 on the sauce. Or, say you’re asking ChatGPT for advice on getting into running. An important factor here is the shoe you use, as a low-quality or old sneaker can lead to injury. Along with tips like “taking it slow” and “eating right,” you get a convenient link to Nike’s latest running shoe. How thoughtful.
ChatGPT ads might be delayed, but other tests are still ongoing
Before you get too worked up about this news, know that this isn’t necessarily happening just yet. While OpenAI might have serious intentions to brings ads to ChatGPT, the company appears to be pausing those efforts for now.
According to that Wall Street Journal piece, OpenAI CEO Sam Altman sent an internal memo to the company on Monday issuing a “code red.” The key objective? Improve ChatGPT, in response to Google’s latest Gemini models. Among the strategies here, which include improving personalization and performance, is to move resources away from lower priority efforts—including, most relevant to this discussion, advertisements.
What do you think so far?
But ads aren’t the only intrusion OpenAI is testing right now. As highlighted by TechCrunch, among the hullabaloo about traditional ad placements, critics are also going after the company for another test: app suggestions. Hyberbolic Labs co-founder Yuchen Jin posted on X about his experience here, where at the end of one response, ChatGPT presents a box to “Find a fitness class” and “Connect Peloton.” Jin isn’t a free user either: He’s a Pro subscriber, which costs $200 per month. One user responded to the thread, sharing that ChatGPT was routinely recommending Spotify, even though the user already subscribed to Apple Music.
This Tweet is currently unavailable. It might be loading or has been removed.
At first glance, this seems like ChatGPT’s much discussed ad test, but, according to OpenAI’s data lead Daniel McAuley, it isn’t. McAuley responded to Jin with the full explanation, detailing how this feature is designed to suggest an app based on the context of the conversation. Importantly, OpenAI doesn’t make any money off this app placement, so it’s really not an ad in the traditional sense of the word. The goal seems to be to provide access to an external app when relevant—if you’re talking about working out, maybe it’ll recommend the Peloton app; if you’re talking about finding new music, maybe it’ll send a link to Spotify. That could be helpful, but it could also be annoying, especially if the bot is suggesting apps and services you don’t actually use. Plus, the current implementation of this feature just feels like an ad, especially when it seems apparent the company is working on ad integrations for ChatGPT.
At this time, there doesn’t appear to be an imminent threat of ads in your ChatGPT experience, but just know you may see suggested apps as you chat with Chat.
