OpenAI said the sponsored conversation remains separate from both ChatGPT’s independent responses and the original conversation the user was having. The company is currently testing Sponsored Agents with select advertisers in the United States.
OpenAI used the example of someone shopping for a dining table. Instead of only viewing an ad, the shopper could ask the sponsored agent whether the table would fit their space, how many people it seats or how its finish should be maintained.
“A user can choose to start a clearly labeled conversation with a business-sponsored agent in ChatGPT,” OpenAI said.
The company is also bringing more of the advertising workflow into ChatGPT itself. Advertisers can now use natural-language prompts through the Ads Manager plugin in ChatGPT Work to create, update and analyze campaigns.
Businesses can provide a website or campaign brief and use the system to generate a campaign, examine its performance and receive recommendations about what to do next.
OpenAI is separately adding AI assistance inside Ads Manager. When an advertiser is preparing an ad, the system can suggest copy and imagery based on the campaign objective and landing page. Those suggestions are not automatically added to campaigns. “Advertisers remain in control,” OpenAI said, noting that businesses can review and edit the proposed material before deciding whether to use it.
Advertisers can also opt into AI-powered text customization. When enabled, the feature adjusts existing headlines and descriptions to better match the context of a conversation. It can also automatically translate ad copy into the user’s preferred language.
OpenAI is pairing those tools with integrations designed to bring ChatGPT Ads into software businesses already use. HubSpot is the company’s first CRM partner, while Shopify is its first ecommerce partner.
Starting September 16, HubSpot customers can connect a ChatGPT Ads account, create ads, monitor performance and follow up with leads from within HubSpot using information from their existing HubSpot context.
U.S.-based Shopify merchants can also begin using the new ChatGPT Ads app through the Shopify App Store. Products are already connected through Shopify Catalog, allowing merchants to create campaigns and track their performance without rebuilding their product data for the new ad channel.
OpenAI said the Shopify app will expand internationally on September 23 in markets where ChatGPT Ads is already available.
“Adopting a new advertising channel shouldn’t require businesses to rebuild the way they work,” the company said.
The announcement builds on OpenAI’s existing ChatGPT advertising business rather than marking its first move into ads. ChatGPT ads shifted to cost-per-click pricing in April, expanded to 31 European countries in August and had reached a $1 billion annualized run rate by August 31, according to the additional reporting provided.
Amazon also began allowing advertisers to buy ads in ChatGPT through a pilot with OpenAI on September 11.
Sponsored Agents add a more interactive format to that advertising system. Rather than ending the paid interaction with an ad impression or outbound click, businesses can continue the exchange through an AI conversation while OpenAI keeps that sponsored experience clearly separated from ChatGPT’s standard answers.
At the same time, OpenAI is using AI on the advertiser side of the platform as well. Businesses can now build campaigns through prompts, generate creative suggestions, tailor text to conversational context and manage ChatGPT Ads through HubSpot or Shopify.
OpenAI described the collection of launches as the next step in developing an AI-based advertising platform, with Sponsored Agents handling the user-facing interaction and its new marketer tools aimed at simplifying how businesses create and manage campaigns.
This analysis is based on reporting from OpenAI.
Image courtesy of OpenAI.
This article was generated with AI assistance and reviewed for accuracy and quality.
