OpenAI Introduces Sponsored Agents and Management Tools for ChatGPT Ads

On September 16, 2026, OpenAI announced new AI-powered experiences for ChatGPT Ads designed to modify how people interact with advertisements and how businesses create campaigns.

The company is testing Sponsored Agents with select advertisers in the United States. When a user clicks an ad in ChatGPT, they can choose to start a clearly labeled conversation with a business-sponsored agent. This allows users to ask follow-up questions, explain what matters to them, and navigate to the business's website. OpenAI noted that these conversations are distinct from ChatGPT's independent answers and remain separate from the user's original conversation in ChatGPT.

OpenAI is also rolling out AI tools to help advertisers build and maintain campaigns. Marketers can write natural-language prompts in ChatGPT Work with the Ads Manager plugin to turn websites or briefs into campaigns, receive performance analytics, and view recommendations. Within Ads Manager itself, AI assistance generates suggested copy and imagery based on an advertiser's landing page and campaign goals. Advertisers can review and edit these suggestions before adding them to campaigns. Additionally, an optional text customization feature automatically translates ad copy to a user's preferred language and adapts headlines to fit conversation context.

To integrate advertising into existing workflows, OpenAI partnered with HubSpot as its first CRM partner and Shopify as its first ecommerce partner. Businesses managing customer data in HubSpot can link a ChatGPT Ads account directly to create ads, track performance, and handle leads.

US-based merchants on Shopify can install the ChatGPT Ads app from the Shopify App Store to launch campaigns using existing products from Shopify Catalog. The app is set to expand internationally in markets where ChatGPT Ads are available on September 23. Eligible businesses can register through ads.openai.com or through the partner app integrations.