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OpenAI is testing a new advertising format called Sponsored Agents, giving ChatGPT users the option to start a conversation with an AI representative of a business after interacting with an advertisement.
Rather than immediately leaving ChatGPT for an advertiser’s website, users can ask questions, explain what they are looking for and follow a link to the business when they are ready to continue.
OpenAI announced Sponsored Agents on September 16, 2026. The feature is currently available only to selected advertisers as part of a limited alpha test.
What Are OpenAI Sponsored Agents?
Sponsored Agents add a conversational element to ChatGPT advertising.
After seeing an eligible advertisement, a user can choose to open a conversation with the sponsoring business’s AI agent. The user can provide additional information, ask follow-up questions and learn more about the advertised product or service before deciding whether to visit the advertiser’s website.
OpenAI says these conversations are clearly labeled and separate from both ChatGPT’s independent answers and the user’s original conversation. This distinction identifies the interaction as a business-sponsored experience rather than a standard ChatGPT response.
The feature remains in alpha testing, and OpenAI says access is currently restricted to selected advertisers.
Angi and Other Advertisers Test the Format
Angi has publicly confirmed that it is among the brands participating in the Sponsored Agents pilot.
The home-services company says its sponsored agent can allow homeowners to discuss a project and provide additional details before entering Angi’s service-request process to connect with local professionals.
Wayfair has also been identified in current coverage as an early participant in the program. Its involvement is part of the broader testing of conversational advertising for shopping-related experiences.
These early examples should not be interpreted as evidence that Sponsored Agents have already demonstrated effectiveness across the wider advertising industry.
OpenAI Adds AI Tools for Advertisers
Sponsored Agents are being introduced alongside several other updates to ChatGPT’s advertising platform.
OpenAI’s Ads Manager allows advertisers to use natural-language prompts to create, update and analyze campaigns. Advertisers can also receive AI-generated suggestions for advertising copy and imagery based on their landing page and campaign objective. They can review and edit these suggestions before using them.
OpenAI is also introducing optional AI-powered text customization. When enabled, the feature can adapt existing headlines and descriptions to better fit the context of a conversation and translate advertising copy into a user’s preferred language.
| Advertising Update | Purpose |
| Sponsored Agents | Let users interact with business-sponsored AI agents |
| Ads Manager | Create, update and analyze campaigns |
| AI creative assistance | Suggest advertising copy and imagery |
| Text customization | Adapt and translate advertising content |
| HubSpot integration | Connect ChatGPT Ads with CRM activities |
| Shopify integration | Connect ecommerce merchants with ChatGPT Ads |
HubSpot and Shopify Join the Advertising Platform
OpenAI is also integrating ChatGPT Ads with business software.
HubSpot is OpenAI’s first CRM partner for ChatGPT Ads. Businesses can connect their advertising accounts, create ads, track campaign performance and follow up on leads through HubSpot.
Shopify is OpenAI’s first ecommerce partner. U.S.-based Shopify merchants can use the ChatGPT Ads app through the Shopify App Store to connect product catalogs and measurement tools with their campaigns.
OpenAI says the Shopify app will launch internationally in markets where ChatGPT Ads are available on September 23, 2026.
ChatGPT Ads Reach a $1 Billion Annualized Run Rate
Sponsored Agents arrive as OpenAI’s advertising business continues to expand.
On August 31, OpenAI reported that ChatGPT Ads had reached a $1 billion annualized revenue run rate in less than 200 days and said tens of thousands of advertisers were using the platform.
The term annualized revenue run rate is important. The figure does not mean OpenAI has already generated $1 billion in advertising revenue. Instead, it represents the annual pace implied by the reported revenue rate.
OpenAI also said ChatGPT Ads were available in more than 40 countries, with self-service access expanding across India, Europe, the Middle East and North Africa.
How Sponsored Agents Differ From Traditional Ads
Traditional online advertisements often take users directly to a landing page or product website.
Sponsored Agents introduce a conversation before that step. Users can ask questions and provide additional context within the sponsored interaction, then decide whether to follow the advertiser’s website link.
OpenAI describes this as a way for users to explore products or services in greater detail within ChatGPT. However, the feature is still experimental, and there are not yet established public performance benchmarks for Sponsored Agents.
The current test therefore should be viewed as an early experiment rather than a proven advertising model.
What the New Format Means for ChatGPT Ads
OpenAI’s latest update shows the company is developing advertising specifically around conversational AI.
The platform now combines advertising formats with AI-assisted campaign creation, creative-generation tools, CRM connections and ecommerce integrations. Sponsored Agents add another layer by allowing users to interact with a business-sponsored AI representative without immediately leaving ChatGPT.
OpenAI continues to emphasize that advertising is separate from ChatGPT’s answers. The company has also stated that advertisers do not receive access to users’ private conversations.
For now, the broader impact of Sponsored Agents remains uncertain because the format is still being tested with a limited group of advertisers.
Frequently Asked Questions
What are OpenAI Sponsored Agents?
Sponsored Agents are an advertising format that allows users to chat with an AI representative of a business after interacting with an eligible ChatGPT advertisement.
Are Sponsored Agents available to all advertisers?
No. OpenAI currently makes Sponsored Agents available only to selected advertisers through a limited alpha test.
Which companies are participating in the pilot?
Angi has publicly confirmed its participation. Wayfair has also been identified in current coverage as an early participant.
What does OpenAI Ads Manager do?
Ads Manager allows advertisers to create, update and analyze ChatGPT advertising campaigns using natural-language prompts and AI-assisted tools.
When will Shopify’s ChatGPT Ads app expand internationally?
OpenAI says the Shopify app will launch internationally on September 23, 2026, in markets where ChatGPT Ads are available.
Conclusion
OpenAI Sponsored Agents introduce a new conversational format for advertising within ChatGPT. Users can choose to interact with a clearly identified AI representative of a sponsoring business, ask questions and then decide whether to visit the company’s website.
The test is part of a wider expansion of ChatGPT Ads that includes AI-assisted campaign management, creative tools and integrations with HubSpot and Shopify. OpenAI has also reported a $1 billion annualized revenue run rate for ChatGPT Ads in less than 200 days.
Sponsored Agents remain a limited alpha test, however. Their wider availability, performance and long-term role in ChatGPT advertising will become clearer as OpenAI continues testing the format.