In beta version 1.2025.329 of the ChatGPT app, Blaho uncovered terms such as “search ads,” “ad carousel” and “bazaar content” – phrases that point to interactive ad formats and potential placements within conversations. Advertising could provide OpenAI with a new revenue stream, especially given the platform’s high operating costs and the relatively small share of paying users. While CEO Sam Altman has not ruled out the idea of ads in the past, he has not confirmed any concrete plans either.

It appears likely that OpenAI would limit ads to free-tier users, allowing subscribers to continue using ChatGPT without interruptions. Despite this assumption, the online reaction has been overwhelmingly negative. On Reddit, many users described the discovery as a sign of “enshitification” – a term coined by author Cory Doctorow to describe the gradual decline of digital platforms as they prioritize profit over user experience. Concerns range from a loss of neutrality and manipulative content to a broader erosion of trust. Some users have already said they would switch to alternatives like Google’s Gemini or open-source models if ads are introduced. For now, the code only indicates technical groundwork. Whether OpenAI will actually move forward with advertising remains uncertain.