OpenAI is refocusing its priorities after CEO Sam Altman reportedly told employees he was initiating a “code red” to accelerate improvements to ChatGPT, according to an internal memo cited by The Information. The heightened urgency will delay several parallel initiatives, including early work related to advertising.

While the company has not publicly confirmed any advertising program, the report indicates OpenAI has been experimenting with various ad formats, including those tied to online shopping. A source familiar with the matter said these tests remain exploratory and have not yet been formally announced.

The shift signals that OpenAI is concentrating resources on strengthening ChatGPT at a time when competition in AI models and consumer expectations continue to rise. By placing other projects on hold, the company appears to be prioritizing reliability, performance, and user experience as it refines one of its flagship products.