OpenAI Tests Sponsored Agents for ChatGPT Ads
OpenAI is testing Sponsored Agents that let ChatGPT users interact with businesses after viewing an ad. The company also introduced new AI tools to create, manage, and analyse advertising campaigns.
The changes mark a further expansion of ChatGPT Ads. Meanwhile, OpenAI is connecting its advertising platform with existing business software through new partnerships with HubSpot and Shopify.
Sponsored Agents Bring Conversations to Ads
Sponsored Agents allow users to start a conversation with an AI representative of a business after clicking an advertisement in ChatGPT. As a result, users can ask questions about products or services before deciding whether to visit the advertiser’s website.
OpenAI says the Sponsored Agent conversation will carry a clear label. It will also remain separate from ChatGPT’s independent responses and the user’s original conversation.
For example, a user could see an advertisement for a dining table and then ask the sponsored agent about its dimensions, seating capacity, or care requirements. The user can then follow a link to the business website when ready to continue.
However, the feature remains limited. OpenAI is currently testing Sponsored Agents with selected advertisers in the United States. The company describes the feature as a limited alpha test rather than a broadly available advertising format.
AI Tools Expand ChatGPT Ads Management
Alongside Sponsored Agents, OpenAI has expanded ChatGPT Ads Manager’s capabilities. Advertisers can now use natural-language prompts to create, update, and analyse campaigns.
Advertisers can also turn a website or campaign brief into an advertising campaign. The system can also review campaign performance and provide recommendations.
Ads Manager can additionally suggest advertising copy and images based on an advertiser’s landing page and campaign objective. Advertisers can review and edit these materials before using them.
Meanwhile, OpenAI is introducing an optional AI-powered text customisation feature. When enabled, the tool can adapt existing headlines and descriptions to better match the conversation context. It can also translate advertising copy into a user’s preferred language.
These capabilities extend OpenAI’s earlier efforts to make ChatGPT Ads easier to buy and manage. In May, the company introduced a beta self-serve Ads Manager, partner-based campaign buying, cost-per-click bidding, and expanded measurement tools.
HubSpot and Shopify Join Advertising Platform
OpenAI is also connecting ChatGPT Ads with business software. HubSpot has become the company’s first CRM partner, while Shopify is its first e-commerce partner.
Through the HubSpot integration, businesses can connect their ChatGPT Ads accounts and manage campaigns from within the CRM. They can also track performance and follow up on leads.
Similarly, Shopify merchants can use the ChatGPT Ads app to create and manage campaigns. Products can connect through Shopify Catalogue, which gives advertisers a route to promote existing product listings.
The Shopify app is initially available to U.S. merchants. However, OpenAI says it will expand internationally in markets where ChatGPT Ads operates, beginning September 23.
The developments build on OpenAI’s broader advertising rollout. The company began testing ads in the United States in February 2026 and has since expanded the program to additional markets. OpenAI says its advertising system keeps ads separate from ChatGPT’s answers and does not give advertisers access to users’ private conversations.
As a result, Sponsored Agents introduce a new layer between conventional advertising and conversational AI. Users can move from viewing an advertisement to asking questions directly to a business-sponsored AI agent.
For OpenAI, the latest tools also extend advertising beyond ad placement. They bring campaign creation, optimisation, customer interaction, CRM workflows, and e-commerce functions closer to the ChatGPT interface.
