OpenAI tests Sponsored Agents and AI tools for ChatGPT Ads
OpenAI has introduced a set of AI-powered advertising experiences for ChatGPT Ads, including a US test of Sponsored Agents with select advertisers. The company also launched natural-language campaign tools in ChatGPT Work, new creative assistance in Ads Manager, and integrations with HubSpot and Shopify.
Sponsored Agents allow a person who has clicked a relevant ad to choose a clearly labelled conversation with a business-sponsored agent. They can describe their needs, ask follow-up questions and use a link to visit the advertiser’s website when ready. OpenAI says this sponsored interaction is distinct from ChatGPT’s independent answers and separate from the user’s original ChatGPT conversation.
A conversational layer for advertising
OpenAI presents Sponsored Agents as a way to move beyond the initial ad impression. A shopper interested in a dining table, for example, may want to ask whether it fits a particular space, how many people it seats or how its finish should be maintained. The test is currently limited to select advertisers in the United States.
The launch follows the wider availability of ChatGPT advertising: ChatGPT Ads expansion across European markets extends the service across 31 European markets, while the new Sponsored Agents test adds a business-led conversational option for users who want more product detail.
For advertisers, the format is intended to let interested customers explore offerings through a personalised exchange. For users, OpenAI positions it as an optional route to determine whether a product or service suits their requirements rather than an extension of the assistant’s independent response.
AI assistance for campaign work
Advertisers can now use natural-language prompts in ChatGPT with the Ads Manager plugin to create, update and analyse campaigns. OpenAI says users can turn a website or a brief into a campaign, examine performance and receive recommendations on the next action.
Ads Manager is also gaining direct creative assistance. While drafting an ad, advertisers can receive suggested copy and imagery based on the landing page and campaign objective. They can review and edit those suggestions before deciding whether to include them in a campaign.
An optional AI-powered text customisation capability can adapt existing advertiser headlines and descriptions to the context of a conversation. When enabled, it can also automatically translate ad copy into a user’s preferred language.
HubSpot and Shopify integrations
HubSpot is OpenAI’s first CRM partner for ChatGPT Ads. Businesses using HubSpot can connect a ChatGPT Ads account, create ads, track performance and follow up on leads directly in HubSpot using their HubSpot context.
Shopify is the company’s first ecommerce partner. US-based Shopify merchants can use the new ChatGPT Ads app in the Shopify App Store to create and manage campaigns. Because products are already integrated through Shopify Catalog, OpenAI says merchants can begin running ads and tracking performance immediately. The app is scheduled to become available internationally from 23 September in markets where ChatGPT Ads is available.
For businesses, the practical implication is to evaluate whether Sponsored Agent conversations, prompt-based campaign operations and the HubSpot or Shopify integrations fit existing customer, creative-review and performance-tracking workflows before adoption.