In late 2025, OpenAI found itself embroiled in a controversy that holds valuable lessons for female entrepreneurs navigating business in today’s highly connected markets. As a founder myself, I couldn’t help but reflect on how startups and growing companies can handle similar challenges, especially in the European entrepreneurial space.
What Happened?
OpenAI, a leader in AI development, faced backlash when users of its ChatGPT platform reported unsolicited "app suggestions" that felt uncomfortably close to advertisements. For example, a $200-per-month Pro subscriber complained when the chatbot recommended downloading the Peloton app during an unrelated conversation about Elon Musk. The incident resulted in widespread criticism, especially since users had no way to turn these suggestions off.
OpenAI later clarified that the feature was not driven by financial incentives but part of a pilot initiative aimed at integrating third-party apps. Despite their statement, the damage was done, many saw it as a breach of trust, particularly for paid customers who expected an ad-free experience.
Five Lessons for European Entrepreneurs
If you’re running a growing tech company or working on monetization strategies, there are lessons here that go beyond AI. Here’s what I took away from this situation:
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Transparency is Non-Negotiable
Users value honesty, especially when it comes to changes that directly impact their experience. OpenAI launched the app suggestion feature as a pilot without clearly informing users. This lack of upfront communication led to confusion and skepticism. Early disclosure prevents misunderstandings and builds goodwill, even when experimenting with new features or business models. -
Free and Paid Tiers Need Clear Boundaries
European customers, particularly in the premium sector, expect clear distinctions between free services and paid ones. Introducing features associated with lower payment tiers, such as unsolicited suggestions, into Pro tiers can feel like a betrayal to paying users. Ensuring that your premium customers receive a distinct, superior service is critical for retaining loyalty. -
User-Control is Power
One of the biggest grievances was the inability for users to opt out of the suggestions feature. Empowering users with choices fosters a sense of control and builds long-term trust. Tools, features, or monetization experiments should come with opt-out options, even in test phases. -
Relevance is the Line Between Useful and Intrusive
App suggestions in ChatGPT failed largely because they didn’t align with the conversations at hand. If the recommendations had been relevant and helpful, they might have been perceived differently. Always aim for context when introducing a new service. Whether you’re launching a feature or marketing your product, ensure it aligns with your audience’s immediate needs. -
Test Internally Before Going Public
Many startups, desperate to move quickly, skip internal validation and move straight to external testing. OpenAI’s user pilot could have benefited from a more focused internal test cycle where feedback from team members could have highlighted flaws, such as irrelevance or intrusive features. Adding extra testing phases might take time, but it prevents damage control efforts later on.
A Reality Check for Founders
European entrepreneurs, especially women bootstrapping startups, often find themselves balancing innovation with practicality. The OpenAI backlash reminds us not to rush strategies just because the competition is moving quickly. Instead, maintain a people-first approach and respect your customers’ perceptions of control and trustworthiness.
Moreover, customer reactions on platforms like X (formerly Twitter) spread incidents at lightning speed. This real-time feedback loop underscores why aligning with values such as privacy, transparency, and consideration for user experience matters even more.
Common Mistakes Startups Should Avoid
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Skipping UX Testing: Before rolling out a new feature, founders should put themselves in the customer’s shoes. Would you, as a Pro subscriber, be okay with an unrelated suggestion? If not, rethink your execution.
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Taking Premium Users for Granted: Just as OpenAI’s Pro users felt alienated, premium subscribers in any business will leave quickly if they feel their value isn’t being acknowledged.
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Experimenting Publicly Without Transparency: Testing something with customers? Clearly label it as a trial, better yet, ask for explicit feedback so users feel included in the process.
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Failing to Provide Turn-Off Controls: Whether it’s a feature suggestion or an external integration, respect users by allowing them to opt out.
How You Can Apply the Lessons Today
Let’s apply what we’ve learned to your startup’s strategy.
- Build Feedback Loops: Engage users when testing new ideas. Use polls, surveys, or beta access groups to gauge opinions first.
- Design with Privacy in Mind: Start from a place of respect for users’ time, preferences, and autonomy. Systems that collect data or introduce monetization features should never feel pushy.
- Communicate Changes Openly: Use blog posts, emails, or update notifications to explain what’s happening and why. Transparency can create buy-in.
As a European entrepreneur, I’ve found these strategies particularly important in legal-sensitive markets, like the EU, where data privacy and ad policies are closely regulated.
Conclusion: Building Trust as an Entrepreneur
If you’re a woman building a bootstrapped startup, OpenAI’s misstep reinforces one clear idea: loyalty is built through trust. How you introduce new monetization strategies or third-party integrations can often define your company’s reputation as much as the core product itself.
At Fe/male Switch, my non-profit gaming startup, we prioritize user-driven design and iterative testing loops to avoid similar pitfalls. New features come only after multiple checks and clear channels for user feedback. These practices help sustain a long-term relationship with the women in tech we serve.
Build your business step-by-step, and remember, everything you do communicates how much you value your customers. Trust, after all, is your greatest asset.
FAQ
1. What was the controversy surrounding OpenAI’s app suggestions in 2025?
OpenAI faced backlash when ChatGPT users, including premium subscribers, received unsolicited app suggestions during unrelated conversations. This led many to accuse OpenAI of introducing ads without transparency, sparking widespread criticism. Learn more about OpenAI's app suggestion backlash
2. Why did users feel app suggestions were intrusive?
App suggestions felt intrusive to users because they appeared irrelevant to the context of their conversations and lacked an opt-out feature, which made users feel a loss of control over their experience. Discover how app suggestions impacted user experience
3. Were OpenAI’s app suggestions financially motivated?
OpenAI clarified that the app suggestions were not paid advertisements but part of an experimental initiative to enhance user interaction with third-party apps. However, users remained skeptical due to the lack of transparency. Understand OpenAI’s response to the controversy
4. Which specific app recommendations caused criticism?
Notable complaints included a Peloton app suggestion during a conversation about Elon Musk and Spotify suggestions made to an Apple Music subscriber, further exacerbating user frustrations. Learn more about specific incidents
5. What lessons can startups learn from this incident?
Startups should prioritize transparency, user control, clear distinctions for premium users, and rigorous internal testing to ensure features align with user expectations and do not undermine trust. Read five key lessons for entrepreneurs
6. How did OpenAI’s user base react on social media?
Social media, particularly X (formerly Twitter), showed a wave of negative reactions, with users sharing screenshots of app suggestions and expressing concerns about privacy and commercial misuse. Explore social media’s take on the issue
7. What was OpenAI’s explanation for the timing of app suggestions?
OpenAI stated that these app suggestions were part of their efforts to integrate third-party apps into ChatGPT. Yet, many users criticized the execution, claiming it lacked context sensitivity and relevance. Learn about OpenAI’s pilot initiative
8. How could OpenAI have avoided this controversy?
OpenAI could have avoided backlash by conducting extensive internal testing, providing opt-out features, and transparently communicating the experimental nature of the app suggestions to build user trust. Discover strategies to mitigate user backlash
9. What are the broader implications for AI monetization?
This incident highlights the delicate balance required in monetizing AI products: companies must avoid over-commercialization while maintaining user-centered experiences, particularly for paid subscribers. Learn about AI ethics in monetization
10. What was the response from OpenAI’s premium users?
Premium users, who pay up to $200 per month for ad-free experiences, felt betrayed and undervalued, with many voicing discontent over the intrusive app suggestions. See premium user reactions
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp's expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
- Her expertise extends to applying blockchain for IP management, ensuring data integrity, traceability, and secure sharing in the CAD industry.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the "gamepreneurship" methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.
About the Publication
Fe/male Switch is an innovative startup platform designed to empower women entrepreneurs through an immersive, game-like experience. Founded in 2020 during the pandemic "without any funding and without any code," this non-profit initiative has evolved into a comprehensive educational tool for aspiring female entrepreneurs.The platform was co-founded by Violetta Shishkina-Bonenkamp, who serves as CEO and one of the lead authors of the Startup News branch.
Mission and Purpose
Fe/male Switch Foundation was created to address the gender gap in the tech and entrepreneurship space. The platform aims to skill-up future female tech leaders and empower them to create resilient and innovative tech startups through what they call "gamepreneurship". By putting players in a virtual startup village where they must survive and thrive, the startup game allows women to test their entrepreneurial abilities without financial risk.
Key Features
The platform offers a unique blend of news, resources,learning, networking, and practical application within a supportive, female-focused environment:
- Skill Lab: Micro-modules covering essential startup skills
- Virtual Startup Building: Create or join startups and tackle real-world challenges
- AI Co-founder (PlayPal): Guides users through the startup process
- SANDBOX: A testing environment for idea validation before launch
- Wellness Integration: Virtual activities to balance work and self-care
- Marketplace: Buy or sell expert sessions and tutorials
Impact and Growth
Since its inception, Fe/male Switch has shown impressive growth:
- 5,000+ female entrepreneurs in the community
- 100+ startup tools built
- 5,000+ pieces of articles and news written
- 1,000 unique business ideas for women created
Partnerships
Fe/male Switch has formed strategic partnerships to enhance its offerings. In January 2022, it teamed up with global website builder Tilda to provide free access to website building tools and mentorship services for Fe/male Switch participants.
Recognition
Fe/male Switch has received media attention for its innovative approach to closing the gender gap in tech entrepreneurship. The platform has been featured in various publications highlighting its unique "play to learn and earn" model.
