OpenAI disables app suggestions in ChatGPT after users mistake them for ads

OpenAI has removed ChatGPT’s in-app suggestions after users flagged them as intrusive and misleading, promising improved model accuracy and the introduction of controls to reduce or disable such recommendations entirely.

OpenAI has quietly disabled a feature in ChatGPT that displayed app suggestions resembling advertisements, following complaints from paying subscribers who found the prompts intrusive. Users shared screenshots showing suggestions for brands like Peloton and Target, questioning why a paid service would surface content that seemed commercial.

Clarifications and user concerns

OpenAI insisted that the prompts were not paid promotions but intended to highlight apps built on the ChatGPT platform, launched in October. Despite this, users continued to express frustration, with some accusing the company of downplaying the issue. ChatGPT head Nick Turley reassured users that no advertising tests were running and emphasized that any appearance of ads in screenshots was either inaccurate or misunderstood.

Mark Chen, OpenAI’s chief research officer, acknowledged the company had mishandled the rollout. He confirmed that the suggestions resembling ads had been turned off and said the company is improving model precision while exploring user controls to reduce or completely disable such prompts in the future.

Focus on core experience

The controversy comes amid broader changes at OpenAI. The company recently appointed former Instacart and Facebook executive Fidji Simo to strengthen its applications division, fueling speculation about a future advertising strategy. However, a memo from CEO Sam Altman reportedly declared a “code red,” shifting internal focus to enhancing ChatGPT’s core functionality. Early advertising experiments and other initiatives have been delayed as a result.

OpenAI emphasized that user trust is central to its decisions. The company aims to provide a cleaner, less confusing experience while carefully evaluating how, when, and whether to reintroduce app suggestions or any form of promotion in the future.