Will You Trust ChatGPT’s Product Picks When Ads Get Involved?

Yasameen Thaer
4 min readNov 20, 2024

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What if the next time you ask ChatGPT for a product recommendation, it subtly nudges you toward a sponsored option — and you don’t even notice? Welcome to the inevitable future of AI product search.

An AI robot, holding a shopping bag and assisting in shopping.

Monetization is Inevitable

AI tools like ChatGPT are rapidly changing how we find answers. Instead of endless scrolling and opening 20+ pages, these tools give us direct, summarized responses. Convenient? Absolutely. But with OpenAI transitioning to a for-profit model and Google testing summarized answers in search results through their AI-powered Search Labs, it’s clear monetization is on the horizon for AI tools similar to ChatGPT. The screenshot below shows one of Google’s early attempts at summarized answers, and it’s certainly not the last. Monetization will likely integrate directly into AI responses in the future.

Screenshot of Google’s generative AI experiment on search.
Google’s early attempts at integrating Summarized answers. Source

The big question is: Who will own this space, and who will set the rules? Because honestly, right now it seems like its anyone's game!

Monetizing these tools feels inevitable, but it comes with challenges. How do we maintain trust when the line between helpful guidance and paid advertising starts to blur? Will users even be notified when a product is sponsored? And more importantly, how do we ensure that the models remain unbiased before adding advertising into the mix?

The Black Box Problem

The truth is, most of us don’t fully understand how these AI models work. AI’s ‘black box’ decision-making remains a mystery. Although there has been few attempts into clarifying that like ChatGPT’s recent model o1-preview where it gives a summary about its own thought process into giving an answer but still, How do they select the answers they provide? What data influences their recommendations?

Humorously highlights the enigma of AI decision-making. Source

Even before we talk about advertising, this lack of transparency poses risks. What if an AI Model (ChatGPT, Claude ,etc) unintentionally favors certain products or companies due to biased training data? Without clear frameworks and accountability, trust could erode — fast.

Think of this scenario: You walk into Sephora, hoping to browse in peace, but a sales assistant approaches, asking if you need help. They start suggesting products, which might seem helpful at first, but it quickly feels intrusive. Now, replace that sales assistant with AI. What happens when the recommendations you receive aren’t just relevant but also influenced by hidden biases or sponsorships?

The struggle with Sephora assistants is real — but at least they’re not powered by AI (yet).

Persuasion in the Age of AI

These AI tools have the potential to disrupt traditional advertising, but selling products through them might not be as straightforward as it seems.

Imagine this: You ask ChatGPT for the best running shoes, and it recommends a pair. Unlike a flashy banner ad that catches your eye, this suggestion needs to convince you on a deeper level. Why is this the best choice? Why trust it over another option?

A scene from Westworld… Spoiler: The woman is a robot.

For brands, this creates an entirely new challenge. Instead of relying on attention-grabbing ads, they’ll need to train AI tools to do the heavy lifting — building trust, addressing doubts, and persuading users that the sponsored product is genuinely worth it. This is more than just advertising; it’s about crafting persuasive, personalized narratives that feel authentic.

And here’s where it gets tricky: What if these tools cross the line from helpful to manipulative? Training AI Models like ChatGPT to act as subtle sales bots may improve conversions, but it also risks eroding user trust in the process.

The Road Ahead

The monetization of AI search tools is both inevitable and transformative. While the challenges of transparency, bias, and trust are real, these tools also hold the promise of reshaping how we discover and engage with products. Brands that embrace this shift ethically and creatively could build stronger, more personalized connections with their customers, setting a new standard for innovation.

For consumers, this evolution offers the potential for convenience and tailored recommendations — but only if we remain vigilant. Just as regulators have shaped and enforced rules around sponsored ads on other media channels, their role will be critical in ensuring AI-driven recommendations are fair, transparent, and trustworthy.

The success of this transition depends on transparency, fairness, and accountability from both companies and regulators alike.

As we step into this uncharted territory, the question remains: What do you think the future of AI product suggestion will be?

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Yasameen Thaer
Yasameen Thaer

Written by Yasameen Thaer

Curious mind diving into trends, audience behavior, and the intersection of AI and marketing. Let’s connect https://tr.linkedin.com/in/yasameenthaer

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