OpenAI says shopping prompts aren't ads, researcher warns they may appear so
OpenAI has pushed back against the notion that its new shopping prompts constitute advertising, insisting the feature is meant to help users discover products rather than market them. The company’s stance has sparked a debate among AI ethicists and developers who worry that the line between recommendation and promotion can blur quickly, especially when a large language model inserts brand‑specific suggestions into a conversation. Critics point out that users may not recognize the commercial intent, raising questions about transparency and consent.
While OpenAI frames the tool as a convenience, the discussion has already prompted internal reviews. This tension sets the stage for what Mark Chen, the firm’s chief researcher, says about the situation.
*Chief researcher Mark Chen took a more cautious tone, admitting the Target prompt could feel like an ad and noting that these displays need to be handled carefully. According to Chen, OpenAI has already disabled the feature and is now working on improving the model's precision, along with offering s*
Chief researcher Mark Chen took a more cautious tone, admitting the Target prompt could feel like an ad and noting that these displays need to be handled carefully. According to Chen, OpenAI has already disabled the feature and is now working on improving the model's precision, along with offering settings that let users reduce or completely turn off similar suggestions. The bigger question is why OpenAI is splitting hairs over something that, to most people, clearly looks like ad testing inside ChatGPT. With roughly 95 percent of ChatGPT users on the free tier, OpenAI faces enormous pressure to monetize without alienating the very people who rely on the tool.
OpenAI maintains that the Target prompt is not advertising. Yet paid users reported a message that read, “Shop for home and groceries. Connect Target,” which many interpreted as an ad.
How should such prompts be classified? Product manager Nick Turley insists there are no live ad tests and claims the circulating screenshots are either fabricated or not ads. His remarks, however, hint that internal experiments may exist, even as he denies any official rollout.
Chief researcher Mark Chen acknowledges the prompt could feel like advertising and stresses the need for careful handling. OpenAI has already disabled the feature and says it is improving model precision while adding safeguards. The company’s response suggests a reactive approach rather than a proactive policy framework.
Unclear whether future iterations will avoid similar ambiguities. For now, users see a disabled prompt and a promise of tighter controls, but the broader implications for how AI assistants present commercial content remain uncertain.
Further Reading
- OpenAI Says ChatGPT's Random Suggestion to Shop at Target Is 'Not an Ad' - Futurism
- OpenAI Addresses ChatGPT's Target Ad Controversy and Partnership - WebProNews
- OpenAI faces backlash over ChatGPT app ads disguised as suggestions - TechBuzz
- OpenAI Rejects Ads As ChatGPT Users Rebel - FindArticles
- AI discovery is becoming a branding channel—not a search shortcut - Insider Intelligence / eMarketer
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Common Questions Answered
How does OpenAI differentiate its shopping prompts from traditional advertising?
OpenAI argues that the shopping prompts are meant to help users discover products rather than to market them, positioning the feature as a discovery tool. The company maintains that these prompts do not constitute live ad tests or paid commercial placements.
What concerns did chief researcher Mark Chen raise about the Target prompt?
Mark Chen cautioned that the Target prompt could feel like an advertisement to users and emphasized the need for careful handling of brand‑specific suggestions. He also noted that OpenAI has already disabled the feature while working on precision improvements and user‑controllable settings.
What actions has OpenAI taken in response to criticism of the shopping prompts?
OpenAI disabled the shopping prompt feature, is improving the model's precision, and is developing settings that let users reduce or completely turn off similar suggestions. These steps aim to address concerns that the prompts might be perceived as ads.
How does product manager Nick Turley respond to claims that the Target prompt is an ad?
Nick Turley insists there are no live ad tests and argues that the circulating screenshots are either fabricated or not advertisements. However, his remarks hint that internal experiments may exist, even though he denies an official rollout.