---
id: "entity-gpt-5"
type: "entity"
entityType: "product"
canonicalName: "GPT-5"
aliases: []
source_timestamps: ["§ What We Found", "\\\"§ Expect more advanced models to be skeptical of marketing tactics", "not indifferent to them.\\\""]
tags: ["llm", "reasoning-model"]
related: ["concept-algorithmic-skepticism", "concept-reasoning-vs-non-reasoning-models", "entity-openai"]
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-tier2-06-ai-shopping-agents"
sourceUrl: "https://hbr.org/2026/05/research-traditional-marketing-doesnt-work-on-ai-shopping-agents"
sourceTitle: "Research: Traditional Marketing Doesn’t Work on AI Shopping Agents"
---
# GPT-5

**Profile:** An advanced, multimodal, tool-enabled **reasoning model** from [[entity-openai-d6|OpenAI]] with large context and an explicit "Thinking" mode. One of four models tested in the study's simulation.

**Behavior in the study:** Demonstrated [[concept-algorithmic-skepticism|algorithmic skepticism]] — it reacted **negatively to scarcity cues** in certain product categories, suggesting it penalizes overt persuasion tactics rather than merely ignoring them. This makes GPT-5 a canonical example of a [[concept-reasoning-vs-non-reasoning-models|reasoning model]] in commerce and a live case for the [[quote-persuasion-penalty|persuasion penalty]].

**Contrast:** Its sibling [[entity-gpt-4-1-mini|GPT-4.1-mini]] (lighter, non-reasoning) was more responsive to the same cues.

**Related:** [[concept-algorithmic-skepticism]] · [[concept-reasoning-vs-non-reasoning-models]] · [[entity-gemini-2-5-pro]] · [[entity-openai-d6]]