## Introduction Meta announced today that ChatGPT may prioritize sponsored content in its responses. This would initiate a new advertising strategy within the platform. According to sources, OpenAI is working on integrating ads into ChatGPT's response. However, the technology might have a negative impact on the quality of results. The initial 'Code Red' alert by Altman raised concerns about the platform's security. Nevertheless, it appears that concerns have been addressed, and the technology is proceeding with development. ## Technical Context LLMs (large language models) were developed to process large amounts of data. Their ability to understand natural language has made ChatGPT popular. Fine-tuning LLMs can be a complex process requiring significant amounts of data to adapt to new challenges. The capability to prioritize sponsored content might be useful for OpenAI, but it could also have negative effects on result quality. ## Implications The technology may have a significant impact on online advertising. If ChatGPT were to prioritize sponsored content, this could influence user choice and purchasing behavior. Furthermore, the ability to personalize results using chat data could be a competitive advantage for OpenAI. However, it is essential to note that the technology might also have negative effects on security and result quality. ## Conclusion Sponsoring ChatGPT's fine-tuning may be a step forward for OpenAI. Nevertheless, it is crucial to consider the implications of this technology and its impact on online advertising. It is vital that users are aware of the advertising strategies employed by search engines and make informed decisions when making online purchases.