OpenAI Tests Sponsored AI Agents That Chat for Advertisers

OpenAI expands advertising with conversational agents

OpenAI is piloting a new advertising format that transforms static ads into interactive conversations. The feature, called Sponsored Agents, allows users who click on ads within ChatGPT to engage directly with AI agents representing advertisers.

The conversational agents are designed to answer product questions in real time. OpenAI provided the example of a shopper clicking an ad for a dining table who might ask about dimensions, seating capacity, or maintenance requirements. After the conversation concludes, users can follow a link to the advertiser's website to complete a purchase.

According to details first reported by Quartz, the feature is currently being tested with select advertisers in the United States. OpenAI emphasized that these sponsored interactions will carry clear labels and remain separate from ChatGPT's standard responses and ongoing user conversations.

New tools for campaign management

Alongside Sponsored Agents, OpenAI introduced an Ads Manager plugin that accepts plain-language instructions for building, modifying, and measuring campaigns. Advertisers can create campaigns from a URL or brief description, monitor performance, and receive optimization suggestions.

The tool can generate headlines, body text, and visuals based on an advertiser's landing page and campaign objectives. An optional text-customization feature can adapt ad copy to match conversational flow and translate content into a user's preferred language.

Strategic partnerships with HubSpot and Shopify

HubSpot has become OpenAI's first customer relationship management partner, while Shopify serves as its inaugural e-commerce partner. Businesses using HubSpot can now connect their ChatGPT Ads account to build campaigns, track performance, and manage leads within their existing CRM workflow.

HubSpot is also launching an AI Growth Bundle with OpenAI that includes HubSpot Starter and credits at up to 65% off for one year, buy-one-get-one-free ChatGPT Business seats, and a $750 match on ChatGPT Ads spend for new accounts opened by September 30.

U.S. merchants on Shopify can access a new ChatGPT Ads app, with expansion to other markets where ChatGPT Ads is available beginning September 23.

"Putting AI to work shouldn't require businesses to rebuild the way they work," said Brian Landsman, VP of Global Partnerships at OpenAI. "Connecting ChatGPT with the customer knowledge in HubSpot helps teams do more with what they already know."

Why it matters

OpenAI's advertising business has reached a $1 billion annualized revenue run rate roughly 200 days after launch, demonstrating rapid commercial traction. The introduction of conversational agents represents a fundamental shift in digital advertising—moving beyond static display ads to interactive experiences that leverage generative AI's natural language capabilities. For businesses, this creates new opportunities to provide customer service and answer product questions at scale without human intervention, potentially transforming how brands engage with prospects in AI-powered environments.

OpenAI began offering paid placements in ChatGPT to U.S. advertisers in February, with early partners including Best Buy and Williams-Sonoma. Earlier in September, Amazon announced a deal enabling brands on its advertising platform to place ads within ChatGPT. The advertising operation now runs in more than 40 countries.

These details were first reported by Quartz.