OpenAI Introduces Sponsored Agents and New ChatGPT Ads Tools

OpenAI has introduced Sponsored Agents, natural language campaign tools in ChatGPT, enhanced Ads Manager features, and new integrations with HubSpot and Shopify to transform how businesses create and deliver advertising.

OpenAI launches Sponsored Agents for conversational ad experiences.
The company begins testing Sponsored Agents that allow users to start a conversation with a business-sponsored agent after they click on an ad within ChatGPT. This format shifts advertising from static messages to interactive dialogues that can answer questions, provide recommendations, and guide users toward purchases or other actions. Advertisers gain the ability to engage consumers directly in the context of their queries, where ChatGPT already handles tasks with commercial intent.

Advertisers gain prompt-based ad creation in ChatGPT Work.
Businesses can now generate entire advertising campaigns by entering a few natural language prompts inside ChatGPT Work. The system converts a website URL or a short brief into complete campaigns that include targeting, creative assets, and performance projections. This lowers the technical barrier for smaller companies and speeds up the process for larger teams that previously relied on specialized software or agencies.

Ads Manager receives AI tools for creative development and analysis.
OpenAI adds an Ads Manager plugin that lets advertisers create, update, and review campaigns using conversational prompts directly in ChatGPT. Users can feed in a landing page and campaign goal to receive suggested headlines, body copy, and imagery. The AI also analyzes performance data and offers specific recommendations on budget allocation or creative changes. Advertisers retain final approval on every element before the campaign goes live.

HubSpot and Shopify integrations connect ChatGPT Ads to existing business software.
HubSpot customers can link their ChatGPT Ads account inside the CRM to create campaigns, monitor results, and follow up on leads using data already stored in HubSpot. The integration pulls customer context to personalize ad follow-ups without manual data transfer. Shopify merchants in the United States can install a dedicated ChatGPT Ads app from the Shopify App Store that enables campaign building and management without leaving the ecommerce platform. Both partnerships launch today and mark the first CRM and ecommerce collaborations for the advertising product.

The updates build on earlier advertising expansion.

OpenAI first tested ads in ChatGPT earlier this year and has since added self-serve tools, performance measurement, and support for cost-per-click pricing. The September 16 announcement accelerates adoption by embedding AI assistance at every stage of the advertising workflow while preserving user control over final creative decisions. These features aim to make advertising both more efficient for businesses and more relevant for the people who interact with ChatGPT daily.