OpenAI tests Sponsored Agents in ChatGPT ads

OpenAI is testing Sponsored Agents with select U.S. advertisers. After a ChatGPT ad, users can start a clearly labeled conversation with a business-sponsored agent, then follow a link to the advertiser’s website.

The company introduced the feature on September 16, 2026 as part of new AI-powered experiences for ChatGPT Ads. After seeing a relevant ad, a user can choose that labeled chat, explain what matters to them, and ask follow-up questions. OpenAI says the Sponsored Agent conversation is distinct from ChatGPT’s independent answers and separate from the original thread the user started in ChatGPT.

That split is the product: a labeled, business-sponsored agent after an ad click—not mixed into ChatGPT’s own replies or the user’s original conversation.

Campaign work is getting the same AI treatment. Advertisers can use natural-language prompts to create, update, and analyze campaigns in ChatGPT with an Ads Manager plugin, including turning a website or brief into a campaign and getting recommendations on what to do next. OpenAI also said ads can be created by writing a few prompts in ChatGPT Work. Inside Ads Manager, advertisers can receive suggested copy and imagery based on a landing page and campaign objective, then review and edit before adding anything to a campaign. An optional AI-powered text-customization setting adapts existing headlines and descriptions to the context of a conversation and automatically translates ad copy into a user’s preferred language.

HubSpot is OpenAI’s first CRM partner for ChatGPT Ads. As of September 16, businesses managing customers in HubSpot can connect a ChatGPT Ads account, create ads, track performance, and follow up on leads there. Shopify is the first ecommerce partner. U.S. merchants can use a ChatGPT Ads app in the Shopify App Store, with products already integrated through Shopify Catalog. The app will be available internationally in markets where ChatGPT Ads are available beginning September 23.

Eligible businesses can sign up at ads.openai.com or through the HubSpot and Shopify apps.

If you buy or sell ChatGPT Ads, read OpenAI’s product post for how Sponsored Agents are labeled and kept off the original thread, then check HubSpot or the Shopify App Store if you already run campaigns there.

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