"Employees opening ChatGPT across the UK won't find promotions sitting beneath answers, nudging their purchases and reframing advice. Details like this matter, because clarity matters, and confusion breeds bad decisions. Right now, advertising inside ChatGPT is being tested in the United States on free and low cost tiers. UK rollout has not been announced, but you can guarantee mistakes will happen as history has shown us time and time again. Complacency would be the wrong response."
"OpenAI has crossed a strategic line that is going to be hard to come back from. Advertising isn't neutral, even though most users think, rightly and wrongly, AI tools like ChatGPT are. The company has publicly committed to turning ChatGPT into a monetised consumer surface rather than a neutral assistant funded primarily by subscriptions or enterprise licensing. Geography will slow adoption, but not prevent it."
"Most firms adopted ChatGPT informally with employees experimenting, often in the shadows. Teams embedded outputs into workflows. Some organisations formalised usage. Many still have to. Very few have likely revisited assumptions about neutrality, authority or bias once the tool became habitual. Pumping in advertising changes those assumptions fundamentally, even before it arrives locally, because behaviours and expectations will change. What once was a trusted adviser, now may have a finger on its shoulder. The question is will we know who that finger belongs to?"
Advertising is being tested inside ChatGPT in the United States on free and low-cost tiers, with UK rollout unannounced but likely to follow. Advertising within the assistant undermines its neutrality and can subtly recalibrate user trust and expectations. Most firms adopted ChatGPT informally and embedded outputs into workflows without revisiting assumptions about authority, bias or impartiality. Introducing promotions will change behaviour and decision-making, creating internal risks before external consequences appear. UK businesses should proactively reassess policies, governance and verification processes to avoid confusion-driven mistakes and to maintain clarity where employees rely on AI outputs.
Read at City AM
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