In this case the trademark is to mislead consumers into thinking that Altman AI's GPT is the only one of its kind.
https://www.bentley.edu/news/popular-brands-had-their-tradem...
https://tsdr.uspto.gov/#caseNumber=97733261&caseType=SERIAL_...
(Interestingly enough there's a Chinese ecig/vape company that also looking to trademark ChatGPT.)