OpenAI Turns ChatGPT Ads Into Conversations With Brands

OpenAI is expanding ChatGPT’s advertising capabilities with a new Sponsored Agents format, AI-powered campaign creation tools, and integrations with HubSpot and Shopify.

Sponsored Agents bring conversation to advertising

OpenAI is testing Sponsored Agents — sponsored AI agents that allow users to start a separate conversation after seeing an ad in ChatGPT.

For example, after seeing an ad for a product, a user could ask the sponsored agent about its features, sizing, compatibility, or other details. When they are ready to take the next step, the agent can direct them to the advertiser’s website.

OpenAI says these conversations are separate from ChatGPT’s regular responses and from the user’s original conversation.

Sponsored Agents are currently being tested with selected advertisers in the U.S.

Creating campaigns through ChatGPT

OpenAI is also bringing more of the advertising workflow directly into ChatGPT.

Using natural-language prompts, advertisers can create, edit, and analyze campaigns through the Ads Manager plugin in ChatGPT Work. This could allow advertisers to turn a campaign brief or website information into an advertising campaign without manually going through every step in a traditional ad interface.

Ads Manager is also getting AI-powered tools for creative development. The system can suggest ad copy and images based on a landing page and campaign objective. Advertisers can review and edit the generated content before using it.

AI can adapt ads to the context

Another feature, AI-powered text customization, can automatically adapt existing headlines and descriptions to the context of a conversation.

The system can also translate ad copy into the language preferred by the user.

This could make it easier to adapt a single advertising message to different interaction contexts without manually creating numerous variations.

HubSpot and Shopify integrations

OpenAI is expanding its advertising ecosystem with integrations with major marketing platforms.

HubSpot users can connect their ChatGPT Ads account with customer data, bringing advertising workflows closer to CRM context and lead follow-up.

Shopify is also becoming one of the first ecommerce partners for ChatGPT Ads. U.S. merchants can use a dedicated ChatGPT Ads app to create and manage campaigns and monitor their performance.

At the same time, Shopify product data is already integrated into ChatGPT through Shopify Catalog, helping products appear more accurately in relevant shopping conversations.

What does this mean for advertisers?

OpenAI is gradually building a broader advertising ecosystem around ChatGPT. Alongside Sponsored Agents, the company is developing tools for campaign creation, creative generation, optimization, measurement, and targeting.

The key difference is that advertising can move beyond a simple click and become a conversation.

Instead of ending with an ad impression or website visit, the interaction can continue through questions and answers. Users can get more information about a product, while brands can explain its benefits and help potential customers move toward a purchase decision.

For marketers, this means another environment where an ad can become not the final touchpoint, but the starting point for a more personalized interaction with a brand.

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