Recent reports from ChatGPT users indicate the AI chatbot has begun suggesting brand connections at the end of some responses, prompting renewed speculation about OpenAI's monetization strategy. Users, including paying subscribers, have shared screenshots showing prompts to "connect Target" or "find a fitness class" with Peloton, even when their queries were unrelated to shopping or fitness.
The sightings follow a discovery by engineer Tibor Blaho, who found references to an "ads feature" with "bazaar content," "search ad," and "search ads carousel" hidden in the code of ChatGPT's Android app. That finding, reported last week, had already fueled rumors that OpenAI was preparing to integrate advertising into its popular chatbot.
Now, the appearance of brand-related prompts has intensified the debate. AI developer Benjamin de Kraker posted on social media that ChatGPT was "showing me ADS TO SHOP AT TARGET," attaching a screenshot of a prompt that read "Shop for home and groceries" with a "connect Target" button. He expressed disbelief, writing, "I honestly thought some of the ads claims were fake / for the memes, but this is really bad and dumb."
OpenAI staff have responded on social media, denying that the prompts are advertisements. Adam Goldberg, an OpenAI go-to-market executive, tweeted that the inclusions are part of the "Apps SDK," which allows developers to build native apps within ChatGPT. "It is not an ad," he stated. Daniel McAuley, an OpenAI data engineer, echoed that sentiment, noting "there's no financial component," while acknowledging the experience could be confusing. "It's only a suggestion to install Peloton's app," he wrote. "But the lack of relevancy makes it a bad/confusing experience."
However, users remain skeptical. De Kraker replied to Goldberg's explanation with sarcasm, writing, "'Isn't an ad.' Bruhhh… Don't insult your paying users." Yuchen Juin, cofounder of AI startup Hyperbolic, also spotted a Peloton suggestion and commented, "Wow, ChatGPT is already showing ads?" He added, "At least match the ad to the topic next time!" Both de Kraker and Juin are paying ChatGPT Pro customers.
Partnerships and Pressure
Adding to the intrigue, OpenAI recently announced a partnership with Target on November 19, testing a feature that lets customers add items to their carts based on ChatGPT recommendations. While the connection between that partnership and the prompts is unclear, it has led to further speculation.
The timing is notable given OpenAI's financial situation. The company is reportedly spending billions each quarter and plans to invest over $1 trillion before the end of the decade. Subscription numbers for ChatGPT have been lackluster, prompting CEO Sam Altman to declare a "code red" as competitors like Google catch up.
Despite the staff denials, the appearance of brand suggestions has raised questions about OpenAI's future ad plans. Reports from the Wall Street Journal suggest the company is currently focusing on improving the ChatGPT experience rather than pursuing advertising. However, the recent prompts and code references indicate that ad-related features may be under consideration.
As OpenAI navigates its financial challenges, the balance between user experience and revenue generation remains a critical issue. The company has not yet officially commented on the recent prompts, and requests for comment have gone unanswered.
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