"A Clearly Labeled Conversation": OpenAI Tests Sponsored Agents in ChatGPT
OpenAI is testing Sponsored Agents, which allow ChatGPT users who click an ad to chat with an agent sponsored by the business. It's also adding AI tools to aid advertisers and integrating ChatGPT Ads into HubSpot and Shopify from September 16th.
September 16, 2026 - 3:38 pm
Credit: Levart_Photographer on Unsplash
"Today, we’re introducing new AI-powered experiences to make ads more useful for people and advertising easier for businesses," OpenAI stated on September 16th.
Key Changes:
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Sponsored Agents: After clicking an ad in ChatGPT, users can choose to engage in a "clearly labeled conversation" with a business-sponsored agent. Users can ask follow-up questions and then be directed to the business's website.
“The conversation with a Sponsored Agent is distinct from ChatGPT’s independent answers and separate from the original conversation that the user started in ChatGPT,” said OpenAI.
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AI Tools for Advertisers: Advertisers can now create, update, and analyze campaigns using natural language prompts in ChatGPT through the Ads Manager plugin. They have control over all aspects of their campaigns.
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HubSpot and Shopify Integrations: HubSpot is OpenAI’s first CRM partner, while Shopify is its first e-commerce partner. Starting September 16th, businesses on these platforms can connect their ChatGPT Ads accounts for seamless management.
Background:
- In April, OpenAI began hiring ad-tech firms to enable ChatGPT ads to interact with users.
- ChatGPT ads transitioned to cost-per-click pricing later that month.
- In August, OpenAI announced the expansion of ChatGPT Ads to 31 European countries, reaching a $1 billion annualized run rate by the end of the month.
- On September 11th, Amazon began allowing its advertisers to buy ads within ChatGPT through a pilot program with OpenAI.