OpenAI tests Sponsored Agents in ChatGPT
OpenAI has begun testing Sponsored Agents — brand-operated chatbots users can open after clicking an ad in ChatGPT — alongside HubSpot and Shopify integrations that push its ads platform into merchant workflows.
OpenAI announced a set of advertising updates centred on Sponsored Agents, a new ad format in which a user who clicks an ad in ChatGPT can start a separate, clearly labeled conversation with a business-sponsored agent. OpenAI says that conversation is distinct from ChatGPT's independent answers and separate from the user's original thread, and that the agent can answer follow-up questions and link out to the advertiser's site. Sponsored Agents are being tested with select advertisers in the United States.
The company also shipped tooling for advertisers. An Ads Manager plugin lets advertisers create, update and analyze campaigns using natural-language prompts in ChatGPT, including turning a website or brief into a campaign. Ads Manager itself now suggests copy and imagery based on an advertiser's landing page and campaign objective, with advertisers reviewing edits before adding them. A separate opt-in feature adapts existing headlines and descriptions to conversational context and auto-translates ad copy into a user's preferred language.
On distribution, OpenAI named HubSpot as its first CRM partner and Shopify as its first ecommerce partner. HubSpot users can connect a ChatGPT Ads account, create ads, track performance and follow up on leads inside HubSpot. US Shopify merchants can use a new ChatGPT Ads app in the Shopify App Store, with products already wired in via Shopify Catalog; international availability in markets where ChatGPT Ads run begins September 23.
OpenAI disclosed no pricing, auction mechanics, revenue-share terms or traffic figures.