OpenAI is testing a new ad format in ChatGPT named Sponsored Agents. Sponsored Agents "let people start a conversation with a business-sponsored agent after clicking an ad in ChatGPT," OpenAI wrote.
Sponsored Agents allow ChatGPT users "the option to go deeper," OpenAI added. The Sponsored Agent will show to some users after seeing a relevant ad. The user can choose to start a labeled conversation with a business-sponsored agent in ChatGPT.. "The user can explain what matters to them, ask follow-up questions, and follow a link to the business’s website when they’re ready to take the next step," explained OpenAI.
OpenAI said that the "conversation with a Sponsored Agent is distinct from ChatGPT’s independent answers and separate from the original conversation that the user started in ChatGPT."
Here is what it looks like:
Sponsored Agents are now being tested with select advertisers in the United States.
In addition, OpenAI's ChatGPT Ads are trying to make easier to create ads by simply writing a few prompts in ChatGPT Work, updating Ads Manager with more powerful new AI creative tools and added new integrations with HubSpot and Shopify.
OpenAI also emailed advertisers with these updates, it says:
- Conversion optimization with impression billing: Now generally available, this campaign type optimizes for conversions from both ad clicks and ad views, rather than optimizing only for conversions from ad clicks. With this campaign type, billing is impression-based while delivery optimizes toward your conversion goal. This is our recommended model for maximizing performance.
- Flexible attribution windows: When customizing columns in Ads Manager, you can now choose a 7-, 14-, or 30-day click window and a 0- or 1-day view window for conversion reporting. These preferences apply to all conversion columns displayed.
- Granular platform targeting: You can now target Android app, Android web, desktop web, iOS app, and iOS web separately in Ads Manager and the Advertiser API. Performance insights can also be segmented by platform.
- Shopify integration: US-based Shopify merchants can use the ChatGPT Ads app in the Shopify App Store to connect their product catalog and measurement tools, create ChatGPT Ads campaigns, and track performance. International availability is planned later this month.
- HubSpot integration: Businesses using HubSpot can connect a ChatGPT Ads account, create ads, track performance, and follow up on leads directly in HubSpot.
- AI-assisted ad creation: When creating an ad, advertisers can receive suggested copy and imagery based on their landing page and campaign objective, then review and edit suggestions before adding them to a campaign. This feature is currently in testing, with broader availability expected in the coming weeks.
- Text customization: Advertisers can opt into text customization that adapts existing headlines and descriptions to better fit the context of a conversation and can translate ad copy to a user's preferred language. Advertisers remain in control of whether this setting is enabled.
- Event Quality Score: Event Quality Score is now available in Ads Manager under Tools > Conversions. It gives eligible Pixel and Conversions API data sources a 1-10 setup quality score, assesses user data coverage, and provides actionable recommendations to help improve conversion event implementation.
- Sponsored Agents testing: We are testing Sponsored Agents with select advertisers in the United States. After clicking an ad in ChatGPT, users may be able to start a clearly labeled conversation with a business-sponsored agent to ask follow-up questions, explore options, and learn more about the advertiser's offerings.
Here is the email OpenAI sent advertisers about these ChatGPT Ads updates, including the Sponsored Agents format - story updated at https://t.co/41fiKwmbUw https://t.co/qTZvUpCEi3 pic.twitter.com/DpA7Dh81M2
[September 16, 2026](https://x.com/rustybrick/status/2100254724100374617?ref_src=twsrc%5Etfw)
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