OpenAI Tests Sponsored Agents in ChatGPT Ads and Connects Advertising With HubSpot and Shopify

OpenAI is expanding ChatGPT’s advertising tools with Sponsored Agents, a format that opens a separate chat with an AI representative of the brand after an ad is clicked. The feature is currently in a limited alpha test in the US.

OpenAI Sponsored Agents are a new advertising format in ChatGPT Ads that is intended to let users start a separate, clearly labeled chat with an advertiser’s AI representative after clicking an ad. OpenAI announced the new feature on September 16, 2026, along with campaign creation tools and integrations with HubSpot and Shopify.

The format moves advertising in ChatGPT from static placement alongside responses toward an interaction in which a brand can conduct its own conversation with a potential customer. OpenAI also states that this conversation is separate from independent ChatGPT responses and the user’s original chat.

OpenAI Sponsored Agents Work as a Separate Chat

A Sponsored Agent opens after a user clicks an ad. It is an AI representative of the advertiser, and according to OpenAI, the interface is intended to clearly signal that the user is entering a sponsored conversation. According to OpenAI, this interaction is separate from the original conversation with ChatGPT and from its independent responses.

The feature is currently available only to selected advertisers in a limited alpha test in the US. According to its documentation, OpenAI is not currently accepting early-access applications. The company has not disclosed the scope of the test, the number of participating companies, or campaign results.

There are therefore no independently verified data on how well the agents respond, how users react to the format, or whether it delivers better results for advertisers. The benefits for campaign performance or user experience remain OpenAI product claims for now.

Creating Ads Through Prompts and Connecting Business Tools

OpenAI is also expanding tools intended for advertisers. ChatGPT is expected to offer features for creating, editing, and analyzing advertising campaigns through natural-language prompts. Ads Manager is also expected to offer AI-generated suggestions for ad copy and images.

Integrations with HubSpot and Shopify are a significant part of the announcement. HubSpot confirmed that its customers can create, manage, and measure ChatGPT Ads campaigns directly in its environment. OpenAI calls HubSpot the first CRM partner for these integrations.

According to OpenAI, Shopify is the first partner in e-commerce. The company has announced the international launch of the ChatGPT Ads app for Shopify on September 23, 2026, in supported markets. However, the availability of individual features and markets has not yet been specified in greater detail.

Ad Labeling and Rules for Sensitive Topics

Conversational advertising in an AI interface places emphasis on distinguishing between an assistant’s response and commercial communication. With Sponsored Agents, this boundary is intended to be created by a separate, clearly labeled advertiser chat.

OpenAI also has rules for ad placement that exclude advertising from sensitive or high-risk conversations. The company’s documentation also addresses restrictions on ad personalization. The practical application of these rules in a broader Sponsored Agents rollout will need to be monitored after the test expands.

What to Watch Next

  • whether OpenAI expands the Sponsored Agents alpha test beyond selected advertisers in the US,
  • whether independent data emerges on response quality, privacy, and campaign performance,
  • the launch of the ChatGPT Ads app for Shopify in the announced supported markets,
  • the practical application of the rules in sensitive conversations and ad personalization.

Sources

Verified and updated: 09/17/2026 07:43

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