OpenAI is pushing back against reports that it has started showing ads inside ChatGPT Plus after several users noticed what looked like shopping suggestions appearing in their conversations.
The issue came to light when a ChatGPT Plus subscriber asked a normal technical question about Windows BitLocker and, along with the answer, saw a suggestion to shop for groceries at Target. Since groceries have nothing to do with BitLocker, the recommendation immediately raised questions about whether OpenAI had quietly introduced ads in its paid tier.
The screenshot, shared widely on X, showed a bubble that said “Shop for home and groceries” next to Target’s logo. To many users, it looked no different from a sponsored prompt or an embedded advertisement.
However, OpenAI says that is not the case. Daniel McAuley, an OpenAI executive, responded on X and argued that the message was not an advertisement but an app suggestion. He said OpenAI has been testing apps from early partners since DevDay, including Target, and the company is trying to make app discovery feel more natural inside ChatGPT.
According to him, the intention is for apps to appear when they can add something useful to the conversation, although he admitted the feature still needs improvement. He also noted that anyone can build apps using OpenAI’s SDK, and a wider app directory will be available soon.
Despite the explanation, many users feel the experience still looks like an ad. The message includes a brand name, a logo, a shopping prompt, and a call to action, all inside a paid service where users expect an ad-free experience. The suggestion appeared without the user asking for anything related to shopping, which made it feel even more out of place.
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