Summary
OpenAI has rolled out a fresh set of AI tools for ChatGPT Ads, aimed at making advertising more interactive and easier to manage. The standout feature is Sponsored Agents, currently being tested with select US advertisers, which lets users chat directly with a business’s AI agent after seeing an ad, asking questions and getting details before deciding to visit the website, with every such chat clearly marked as sponsored. Alongside this, OpenAI has upgraded its Ads Manager so advertisers can create, manage and analyze campaigns using simple text prompts instead of manually adjusting settings, and the platform can now also suggest ad copy, images, and even auto-translate content into different languages, though final approval still rests with the advertiser. Two major integrations round out the update: HubSpot as OpenAI’s first CRM partner, letting businesses run and track campaigns using their existing customer data, and Shopify as its first ecommerce partner, allowing US-based merchants to connect their product catalogs and launch ads directly, with international expansion planned from September 23. Together, these changes signal OpenAI’s push to turn ChatGPT Ads from simple, click-based advertising into a more conversational experience where AI plays a role at every stage, from campaign creation to customer interaction, while keeping sponsored content clearly separated from ChatGPT’s regular responses.
September 17, 2026
OpenAI is taking ChatGPT advertising a step further with a new set of AI-powered tools designed to change how brands create, manage and interact with ads.
The company announced the updates on September 16, introducing new advertising features for businesses along with a test of Sponsored Agents that can let people have a conversation with a business-sponsored AI agent after interacting with an ad in ChatGPT.
The move brings advertising deeper into the conversational experience of ChatGPT, giving brands new ways to answer customer questions and helping advertisers use AI throughout the campaign creation and management process.
ChatGPT Ads Just Got a Big AI Upgrade
OpenAI announced new advertising tools for ChatGPT on September 16, and they’re a pretty big deal for anyone running digital ad campaigns.
Sponsored Agents: Ads You Can Talk To
The biggest news is something called Sponsored Agents, which is currently being tested with a small group of advertisers in the US.
Here’s how it works: instead of clicking an ad and getting sent straight to a website, users can actually chat with an AI agent that the business has set up. So if someone sees an ad and has questions before buying, they can ask right there, get answers, and then decide whether to click through to the website.
OpenAI says these chats will be clearly marked as sponsored, and they’re kept separate from your normal ChatGPT conversation. It’s a different approach compared to a regular search or display ad, since it adds a whole conversation step before someone visits a site.
Managing Campaigns Just Got Easier
OpenAI is also making it simpler to run ad campaigns using plain language. Through the Ads Manager plugin, advertisers can now just type out what they want to do instead of clicking through a bunch of settings manually.
You can turn a website or a campaign brief into a full ad campaign, check how your campaigns are doing, and get suggestions on what to do next, all just by describing what you need.
AI Help for Ad Copy and Images
Ads Manager can now suggest ad copy and images on its own, based on your landing page and campaign goals. You still get to review and edit everything before it goes live.
There’s also a new feature that automatically adjusts your headlines and descriptions to fit the conversation better, and it can even translate your ads into different languages. Of course, advertisers are still responsible for checking everything before it’s published.
Now Connected to HubSpot and Shopify
OpenAI has partnered with HubSpot as its first CRM partner. This means businesses can link their ChatGPT Ads account with HubSpot, run campaigns, track results, and follow up with leads, all using the customer data they already have there.
Shopify is the first ecommerce partner. US-based Shopify sellers can now connect their product catalog to ChatGPT Ads, launch campaigns, and track performance directly through a new app. This will expand to more countries starting September 23.
Why This Matters
Normally, online ads just try to get someone to click and visit a website. ChatGPT is adding a new step in between: a conversation. So instead of just clicking, a customer can ask questions, compare options, and then decide what to do next. This could be especially useful for products or services where people usually need more information before buying.
It also shows how AI is now involved in every part of advertising, from building the campaign, to writing the ad, to talking with customers, and even tracking results. Tasks like creating campaign ideas, writing ad copy, making images, translating content, checking performance, and connecting with CRM tools can now all be handled with AI assistance.
Still in Testing
It’s worth mentioning that Sponsored Agents aren’t available to everyone yet. OpenAI is calling it a limited alpha test, so most people won’t see these AI chat ads just yet. The feature could still change as OpenAI gathers feedback.
The Bigger Picture
This update is a sign that ChatGPT Ads are moving away from simple clicks and impressions, and heading toward something more conversational. For advertisers, it means ads are no longer just a message; they’re becoming an actual interaction. And for users, the good news is that these sponsored chats will always be clearly labeled, so you’ll know when you’re talking to a sponsored AI versus getting a regular ChatGPT answer.
