OpenAI is testing a new ad format in ChatGPT that will display images of sponsored products or services when you generate images with the tool. This means that every image creation could now come with a visual reminder of what to buy next, according to an announcement made on Monday.

The updated ads will remain separate from the images you generate and won’t influence the answers ChatGPT provides. However, OpenAI will use guardrails to avoid ads in emotionally sensitive contexts. For now, ads will only appear to those who don’t subscribe to the Plus, Pro, or Enterprise plans.

This move marks a significant shift for OpenAI, which first introduced ads to ChatGPT in February. Until now, ads in ChatGPT were limited to a company’s name, logo, and product link in a designated section. Users can expect more ad formats in the future, as OpenAI is testing new visual ads with an initial group of advertisers.

With this new format, every chat could potentially feel like a commercial break, blurring the lines between conversation and marketing. Whether this will enhance or detract from the user experience remains to be seen, but one thing is certain: the future of AI-generated content might just involve a little bit more of the real world sneaking in.