Advertising May Finally Appear on ChatGPT
Like it or not, there’s one thing ChatGPT avoids, unlike many other tech products: advertising. Everything from websites, streaming services, and games includes ads—either as an optional feature or as a requirement. However, chatbots like ChatGPT have so far avoided this advertising model, which is quite refreshing. A chatbot may impair your critical thinking skills , but it won’t try to pressure you into buying anything.
However, this may not last long. Last week, reports surfaced of OpenAI’s plans to implement advertising in ChatGPT. And these aren’t just rumors and speculation: engineer Tibor Blaho spotted references to an “advertising feature” in the beta version of the ChatGPT Android app, including terms like “marketplace content,” “search ads,” and “search ad carousel.” Even more damning was a report in the Wall Street Journal , indirectly confirming the company is working on implementing advertising in ChatGPT, but more on that later.
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If OpenAI does implement advertising in its chatbot, it will have huge implications for the platform. Advertising, of course, generates huge revenue for online products, largely because advertisers can precisely target users. Nike doesn’t want to pay to show ads on random users’ screens; it wants to pay to show ads on the screens of users who are most likely to buy Nike products. This is where all the data trackers collect about us across apps and websites comes into play, and ChatGPT knows a lot about its users.
Imagine asking ChatGPT for a lasagna recipe and a shopping list. The current version of ChatGPT suggests “tomato sauce,” but you previously wanted high-quality ingredients. So, between mozzarella cheese and lasagna, ChatGPT shows an ad for Rao’s. You might have spent $3 on a regular brand at the store, but now you’re spending potentially over $10 on sauce. Or, say, you ask ChatGPT for advice on how to start running. A key factor here is the shoes you use, as poor-quality or old running shoes can lead to injury. Along with tips like “take it slow” and “eat right,” you get a handy link to the latest Nike running shoe. How thoughtful!
ChatGPT ads may be delayed, but other testing is ongoing.
Before you get too excited about this news, know that it’s not guaranteed to happen. While OpenAI may have serious intentions of adding ads to ChatGPT, the company appears to have put those efforts on hold for now.
According to a Wall Street Journal article, OpenAI CEO Sam Altman sent the company an internal memo coded “red” on Monday. The main goal is to improve ChatGPT in line with Google’s latest Gemini models. Strategies include improving personalization and performance, and reallocating resources from lower-priority tasks, including, most relevantly for this discussion, advertising.
But advertising isn’t the only intervention OpenAI is currently testing. As TechCrunch notes , amid the furor surrounding traditional advertising platforms, critics are also trying to test the company’s mettle: app suggestions. Hyberbolic Labs co-founder Yuchen Jin shared his experience in X , where at the end of one ChatGPT response, he was prompted to select “Find a fitness class” and “Connect to Peloton.” Jin isn’t a free user either: he has a Pro subscription, which costs $200 per month . One user responded to the thread , reporting that ChatGPT regularly recommends Spotify, even though he already has an Apple Music subscription.
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At first glance, this seems similar to the much-discussed ChatGPT ad test, but according to OpenAI’s head of data, Daniel McAuley, it’s not. McAuley responded to Jin with a detailed explanation, detailing how the feature works by suggesting apps based on the context of the conversation. It’s important to note that OpenAI doesn’t make money from this app placement, so it’s not advertising in the traditional sense. The goal appears to be to provide access to an external app when appropriate: if the conversation is about working out, perhaps it will recommend the Peloton app; if the conversation is about discovering new music, perhaps it will send a link to Spotify. This can be useful, but it can also be annoying, especially if the bot suggests apps and services you don’t actually use. Furthermore, the current implementation of this feature feels like advertising, especially given that the company is clearly working on integrating ads into ChatGPT.
There doesn’t appear to be any immediate threat of ads appearing in ChatGPT at this time, but be aware that you may see recommended apps while chatting in Chat.