OpenAI tests conversational advertising 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 directly from an ad in ChatGPT with an AI representative of the advertiser. The agent can answer questions about products or services and direct 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 identified as sponsored.

Sponsored Agents are currently available only to a selected group of advertisers as part of a limited alpha test in the United States. There is no option to apply for early access. At the same time, OpenAI announced AI-assisted campaign creation and management, as well as optional AI-powered adaptation and translation of ad copy and integrations with HubSpot and Shopify. OpenAI has not yet published any information about buying methods, pricing, billing or the reporting available for Sponsored Agents.

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

When Sponsored Agents will become available to Belgian advertisers has not yet been announced.