Concealed advertising is highly problematic and deserves discussion. It is not, however, what OpenAI introduced in the article above. Their current ad formats are, apparently, transparently labeled and clearly separated.

It is very likely that this will adjust in the future. Just look at how indistinguishable from organic content some prominent ad placements have become over time. But: There is merit in discussing the actual product, not some hypothetical version of it. If we do discuss hypotheticals, we should make that explicit.

This also helps the whole debate (and therefore, I believe, ad critics): arguments grounded in reality are usually far more effective than those that aren't. ... And there might come a point where OpenAI introduces some kind of native ad format. We would be well advised to preserve our credibility for that discussion.

edit: Paid content in the organic LLM output is a current problem already. It ist just not what this announcement is about.