OpenAI tests conversational ads with Sponsored Agents in ChatGPT

On 16 September 2026, OpenAI announced Sponsored Agents as part of a broader expansion of ChatGPT Ads. This advertising format allows users to start a separate conversation with an advertiser's AI representative directly from an ad in ChatGPT. The agent answers questions about products or services and can refer users to the advertiser's website. The sponsored conversation is separate from both the original ChatGPT conversation and ChatGPT's independent responses, and is clearly identifiable as such.

Sponsored Agents are currently only available to a selected group of advertisers in a limited alpha test in the United States. Early access sign-ups are not available. At the same time, OpenAI announced AI-assisted campaign creation and management, as well as optional AI-powered customisation and translation of ad copy, and integrations with HubSpot and Shopify. OpenAI has not yet published any information on the buying method, rates, billing, or available reporting for Sponsored Agents.

For media planning, this development means that an ad is no longer evaluated solely on impressions, clicks, and conversions, but can also serve as the starting point for a substantive conversation. As a result, in addition to reach, context, rates, and creative, the quality of the agent, the data sources used, brand control, transparency, and measurability also become relevant factors. Conversational context and user intent may play a greater role than individual keywords.

It is not yet known when Sponsored Agents will become available to Dutch advertisers.