OpenAI tests Sponsored Agents to let ChatGPT users chat with brand AIs
OpenAI announced on September 16 that it has begun testing "Sponsored Agents" in the US. The system allows ChatGPT users to click on an ad and start a conversation with a dedicated AI agent sponsored by the advertiser. These ad conversations are clearly labeled and separated from ChatGPT's regular responses to maintain user trust.
What you can do with it
AI at Work →Answer product questions in ChatGPT ads, right inside the chat
What you get You get a simple way to launch ad campaigns and see how many leads each one generates.
Lets you add a brand chat agent to ChatGPT ads and run campaigns.
- Who for
- marketers
- Cost
- Price not stated
- Effort
- needs a developer
Use it for
- Answer product questions in ads
- Create brand chat agents
- Track leads from campaigns
Watch out The feature is currently in testing with a select group of US advertisers
Key points from the news
- Sponsored Agents let users ask questions about products directly inside ChatGPT ad spaces.
- Conversations with brand agents are separated and labeled to distinguish them from standard ChatGPT responses.
- New integrations allow HubSpot and Shopify merchants to manage ChatGPT campaigns from their existing platforms.
Alongside the agents, OpenAI announced three other features for advertisers. Users can create and manage campaigns using natural language via an Ads Manager plugin, and access AI-powered copy and image suggestions. OpenAI also announced integrations with HubSpot and Shopify, marking its first CRM and e-commerce partnerships. The Shopify app is scheduled for international rollout starting September 23 in markets where ChatGPT Ads are available.
The story so far
8 episodes →- OpenAI tests Sponsored Agents to let ChatGPT users chat with brand AIsthis story
What are OpenAI's "Sponsored Agents"? Clicking on ChatGPT ads starts a conversation with a company's AI
note.com · 20 September 2026
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Coverage and discussion
4sources- ChatGPT Ads And GEO: Where Paid And Earned AI Visibility Fit Together via @sejournal, @hethr_campbellPress · Search Engine Journal ·
- ChatGPT Ads Appeared In 47% Of Video Gaming Chats, Data Shows via @sejournal, @MattGSouthernPress · Search Engine Journal ·
- ChatGPT Ads, Next Step: 'Conversing with Corporate AI'? OpenAI Tests Sponsored AgentsPress · note.com ·
The headline, key points and digest above were generated by Digest AI's editorial model from the linked sources. Automated summaries can contain errors: the sources are the record. Spotted a mistake? Tell us. Published by Martin K., who runs Digest AI and handles corrections.
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