Over the past week, screenshots of ChatGPT recommending apps like Peloton and Target during ordinary conversations have spread across social media. Many users – including paying Plus subscribers – immediately assumed one thing: ads have arrived inside ChatGPT. OpenAI, however, insists these were not paid advertisements, but experimental app suggestions on top of the ChatGPT app platform.
After a wave of backlash and confusion, OpenAI says it has now turned off this type of suggestion while it works on better controls and clearer design. In this article, we break down what happened, why users were so upset, and what this reveals about the future of AI assistants, app ecosystems, and monetization.
What Exactly Were These App Suggestions?
In late 2025, OpenAI began quietly testing a new experience in ChatGPT for some users. When you asked a question that could be handled better by an external app built on the ChatGPT platform, the interface might show a tile-style suggestion – for example, encouraging you to try a shopping or fitness app that plugs into ChatGPT.
OpenAI says these suggestions:
- Were not paid placements or sponsored content.
- Were designed to help users discover useful apps built by developers on the ChatGPT platform.
- Appeared automatically, based on the context of your conversation, not on bidding or ad targeting.
The problem? To many people, the tiles looked exactly like ads – especially when they appeared in chats about unrelated topics, like Windows encryption or everyday planning.
Why Users Thought Ads Had Arrived in ChatGPT
Several factors made these suggestions feel like advertising, particularly to Plus and Enterprise customers who pay specifically for an ad-free, professional experience:
- Brand-first design: The tiles highlighted well-known brands like Peloton or Target, which made them feel like commercial promotions.
- Interruptive timing: Suggestions popped up in the middle of normal problem-solving conversations, breaking the flow.
- No clear label: There was no obvious “app suggestion” or “not an ad” label – visually, they behaved like traditional in-app ads.
- Paid user expectations: Users on ChatGPT Plus expect fewer distractions, not pop-ups that resemble ad units.
One viral post came from a Plus subscriber who asked ChatGPT a technical question about Windows BitLocker and suddenly saw what looked like a tile telling them to shop at Target. That screenshot crystallized the fear that advertising had arrived even for paying customers.
OpenAI’s Response: “Not Ads, But We Fell Short”
As criticism mounted, OpenAI executives stepped in to clarify what was going on. The company repeated that there are currently no live tests for traditional ads inside ChatGPT and that these tiles were unpaid recommendations for apps on the ChatGPT platform.
At the same time, OpenAI’s leaders acknowledged that the user experience was confusing and poorly executed. The company’s chief research officer publicly admitted that “anything that feels like an ad needs to be handled with care” and that the team “fell short” of that standard in this experiment.
As a result, OpenAI says it has:
- Paused this kind of suggestion while it improves the underlying models that decide when, and if, to show app tiles.
- Started working on better user controls, so people can dial down or turn off these experiences if they don’t find them helpful.
- Committed to a more “thoughtful approach” if the company ever moves forward with real advertising in the future.
App Ecosystems, Monetization, and the Pressure on AI Platforms
Even if these tiles were not paid ads, the controversy raises an important question: How will AI platforms like ChatGPT make money in the long run?
Today, OpenAI earns revenue from subscriptions, API usage, and enterprise deals. But as AI assistants become default interfaces for search, shopping, and productivity, it’s natural to expect:
- App marketplaces where developers pay fees or share revenue.
- Commerce integrations that earn a commission when users buy products directly from chat.
- Contextual promotions that blur the line between “smart suggestions” and ads.
The fact that many users instantly assumed the app tiles were ads shows how sensitive people are to this topic. For AI companies, the lesson is clear: transparency and user control are non-negotiable.
What This Means for AI Assistants and Privacy-Conscious Users
If you rely on AI assistants for work and everyday life, this episode is a useful reminder to:
-
Pay attention to labels and disclosures.
Always look for clear wording that tells you whether a suggestion is sponsored, organic, or simply part of the product. -
Review settings frequently.
Many AI tools offer controls for personalization, data sharing, and experimental features. Check them regularly. -
Choose tools that respect your expectations.
If you want a focused, productivity-first experience, pick platforms and AI agents that clearly separate assistance from advertising.
On Top AI Agents in 2025, we highlight how next-generation AI assistants are becoming more autonomous and more deeply integrated across your apps and workflows. Incidents like these app suggestions show that the design of those integrations is just as important as the AI models behind them.
How This Connects to the Wider AI Tools Ecosystem
OpenAI is not the only company experimenting with app platforms and AI-driven recommendations. Across the industry, developers are building tools that plug into ChatGPT, Gemini, and other models to handle tasks like project management, content creation, research, and shopping.
If you’re exploring this ecosystem as a user or creator, you may find it helpful to browse curated collections of AI tools, such as 70+ Best AI Tools to Get Months of Work Done in Minutes. These kinds of guides provide transparent overviews of what each tool does, how it’s priced, and how it integrates with your existing workflow – without pushing a single hidden sponsor.
For creative professionals, AI-powered apps are also transforming how we design and communicate. Visuals, presentations, and marketing assets can now be generated in minutes with the help of tools like those covered in Best AI Art Generator Apps for Mobile Creators. As more of these apps connect directly to chat-based assistants, the line between “tool you choose” and “tool suggested by your AI” will continue to blur.
Lessons for Developers Building on the ChatGPT App Platform
If you’re a developer building apps on the ChatGPT platform or similar ecosystems, this incident offers a few important lessons:
-
Clarity beats cleverness.
If your app is surfaced through in-chat suggestions, make sure users clearly understand why they’re seeing it. -
Respect user intent.
Context-aware suggestions should be tightly aligned with what the user is trying to do, not just loosely relevant or commercially attractive. -
Opt-out is essential.
Users need easy ways to mute certain suggestions, disable integrations, or switch back to a clean, minimal chat interface. -
Transparency builds long-term trust.
Disclose clearly whether your placement is organic, promoted by the platform, or part of a paid campaign.
Over time, the AI apps that thrive will be the ones that feel helpful, not pushy. The moment users feel tricked into clicking something that looks like an ad, trust in the whole system starts to erode.
Will ChatGPT Ever Show Real Ads?
OpenAI has publicly said that there are currently no active ad tests inside ChatGPT and that the company is focused on improving the core experience first. At the same time, it has also acknowledged that advertising and commerce are areas it may explore more seriously in the future.
Given the scale of modern AI infrastructure, it’s realistic to expect some combination of:
- Free tiers funded in part by clearly labeled ads.
- Premium tiers, like ChatGPT Plus, that remain ad-free and focused on power users.
- Commerce connectors that let users buy products directly from chat, with clear disclosures when the platform earns a commission.
For now, the key takeaway is simple: the recent app suggestions that looked like ads have been turned off, and the debate they sparked will likely shape how AI assistants handle promotions, recommendations, and transparency for years to come.
Final Thoughts: Trust Is the Real Product
In the race to build powerful AI assistants and rich app ecosystems, it’s easy for platforms to forget that trust is their most valuable asset. Users come to ChatGPT, and to AI tools in general, because they expect honest, helpful answers – not hidden marketing tactics.
Whether you are experimenting with new AI agents, comparing the best AI assistants in 2025, or building tools on top of these platforms yourself, the message is clear: the future of AI will belong to products that combine intelligent automation with radical transparency.
Did OpenAI start showing ads inside ChatGPT?
No. OpenAI says the recent tiles that looked like ads were unpaid suggestions for apps built on the ChatGPT platform, not sponsored placements. However, the design made them feel like ads to many users, which is why the company has turned them off for now.
Why were users upset about ChatGPT app suggestions?
The suggestions appeared in the middle of normal conversations, highlighted big consumer brands, and were not clearly labeled as non-ads. Many paying subscribers felt this broke their expectations of an ad-free, professional experience, especially when suggestions seemed unrelated to their original question.
Are these app suggestions still active in ChatGPT?
OpenAI says it has turned off this specific type of app suggestion while it improves how and when recommendations are shown. The company is also exploring better user controls so people can adjust or disable similar experiences in the future.
Will ChatGPT show real ads in the future?
OpenAI has said there are no active tests for traditional ads in ChatGPT right now, but it has also indicated that advertising and commerce are potential long-term revenue streams. If ads do arrive, the company says they will be clearly labeled and designed to maintain user trust.
