OpenAI Unveils 'Sponsored Agents' and AI Ad Tools for ChatGPT Ads

On September 16, 2026, OpenAI announced new features to enhance the AI-driven experience of ChatGPT Ads. The core feature is Sponsored Agents, which allows users to directly converse with business-sponsored agents after clicking an ad. This feature is currently being tested with select advertisers in the US, enabling users to assess product fit and businesses to explore customers through personalized conversations.

AI-Powered Ad Creation and Management

Through the Ads Manager plugin for ChatGPT Work, users can create, update, and analyze campaigns using natural language prompts. The AI converts websites or briefs into campaigns and suggests copy and images based on landing pages and objectives. Advertisers review the suggestions and retain final control, while an opt-in text customization feature automatically adapts headlines to the conversational context.

Key Platform Partnerships

HubSpot and Shopify joined as the first CRM and e-commerce partners, respectively. HubSpot integration enables context-based ad generation and lead follow-up, while merchants in the US can launch ads immediately after product integration via the ChatGPT Ads app on the Shopify App Store. The Shopify app will begin international expansion to countries where ChatGPT Ads is available starting September 23, 2026.