# OpenAI tests Sponsored Agents to let ChatGPT users chat with brand AIs

Digest AI · Marketing & Small Business · published 2026-09-20T21:23:00Z

Canonical: https://digestai.news/story/openai-tests-sponsored-agents-to-let-chatgpt-users-chat-with-brand-ais

## Summary

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.

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.

## Key points

- 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.

## Why it matters

This move introduces conversational commerce directly into search and chat interfaces, changing how brands interact with high-intent buyers who have specific product questions.

## Sources

1. [What are OpenAI's "Sponsored Agents"? Clicking on ChatGPT ads starts a conversation with a company's AI](https://note.com/popinsight_ikeda/n/n2a9c9febe8a6?hl=en) (note.com, 2026-09-20)

Part of the developing story: [OpenAI's Sponsored Agents Transform ChatGPT Advertising](https://digestai.news/thread/angi-tests-chatgpt-sponsored-agents) (2 stories)

## Cite

Digest AI, "OpenAI tests Sponsored Agents to let ChatGPT users chat with brand AIs", 20 September 2026, https://digestai.news/story/openai-tests-sponsored-agents-to-let-chatgpt-users-chat-with-brand-ais

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