OpenAI tests Sponsored Agents and plugs ChatGPT ads into HubSpot and Shopify
Clicking some ChatGPT ads now opens a conversation with the advertiser's own AI agent. OpenAI also added natural-language campaign tools and its first CRM and ecommerce integrations.
In mid-September OpenAI introduced Sponsored Agents, its most conversational ad unit yet, alongside a set of AI tools for advertisers.
How Sponsored Agents work
When a user clicks a Sponsored Agent ad, ChatGPT opens a separate conversation with the advertiser's own agent. OpenAI stresses that this chat is distinct from ChatGPT's independent answers and from the user's original conversation. The user can ask follow-up questions and then click through to the brand's site.
The test is limited to select US advertisers. Wayfair is one reported pilot partner.
New advertiser tools
- Natural-language campaign and creative tools inside Ads Manager.
- HubSpot and Shopify integrations, OpenAI's first CRM and ecommerce partnerships. Shopify merchants could launch ChatGPT ads from 23 September.
Open questions
Analysts noted the announcement leaves gaps: which model runs the advertiser agent, how the unit is priced, and what conversation data, if any, the advertiser receives.
What it means for marketers
Sponsored Agents move the ad from "a link under an answer" to "a sales conversation you own". That only works if your agent can answer real pre-purchase questions accurately. Brands should start by auditing the product data, policies and FAQs an agent would draw on, because a confidently wrong brand agent is worse than no agent at all.
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