OpenAI has begun testing an advertising format that allows users to chat directly with a sponsored agent after clicking an ad in ChatGPT. The initiative was announced alongside the first integrations of ChatGPT Ads with Shopify and HubSpot, expanding the company's commercial infrastructure for advertisers and online stores.
Called Sponsored Agents, these agents function as representatives of companies within ChatGPT. Users can ask questions about products and services, compare options, and then proceed to the advertiser's website.
OpenAI says the conversations will be clearly identified as sponsored and will remain separate from ChatGPT's independent responses. The format is still in limited testing with selected advertisers in the United States.
In practice, the company adds a conversational step between the ad and the website visit. Instead of relying only on ad → click → landing page, the model now allows ad → sponsored conversation → website or purchase.
Shopify brings catalog and campaigns to ChatGPT Ads
The Shopify became the first e-commerce partner for ChatGPT Ads. Merchants in the United States can use products already registered in Shopify Catalog to create campaigns and track performance without maintaining a separate catalog for OpenAI's platform.
The integration reduces friction for merchants who want to advertise within ChatGPT and brings OpenAI closer to an acquisition structure similar to that offered by platforms such as Google and Meta, but with conversation as a new stage in the funnel.
HubSpot became the first CRM partner for ChatGPT Ads. Companies can connect campaigns to the system, track results, and use CRM information in lead tracking.
OpenAI is also adding automation features to Ads Manager, allowing campaigns to be created, updated, and analyzed with natural language commands.
With the changes, the company now connects more stages of the commercial journey within its own infrastructure: discovery in ChatGPT, advertising, conversational consideration, campaign management, and integration with catalog or CRM. Sponsored Agents, however, remain restricted to the initial test and still have no announced date for broad availability.
