OpenAI is rolling out a set of new AI-driven features for ChatGPT Ads, including Sponsored Agents, natural-language campaign tools, and integrations with HubSpot and Shopify.
Sponsored Agents are currently being tested with select advertisers in the US. The feature lets users who click on a relevant ad start a clearly labelled conversation with a business-sponsored AI agent – allowing them to ask questions, explore their needs, and follow a link to the advertiser’s site when ready. OpenAI notes these conversations remain separate from ChatGPT’s own responses and the user’s original chat thread.
For advertisers, OpenAI is introducing tools that let campaigns be created, updated, and analysed using natural-language prompts via the Ads Manager plugin- enabling brands to build campaigns from a website or brief, track performance, and receive optimisation recommendations.
AI assistance is also being built directly into Ads Manager, offering suggested ad copy and imagery based on a brand’s landing page and campaign goals, which advertisers can review and edit before publishing. An optional AI-powered text customisation feature adapts existing headlines and descriptions to conversational context and translates ad copy into a user’s preferred language.
Additionally, ChatGPT Ads is integrating with HubSpot and Shopify – allowing users to manage campaigns, track performance, and follow up on leads without leaving those platforms. Shopify’s integration expands internationally from September 23.
The updates reflect OpenAI’s broader push to position ChatGPT as a discovery and advertising layer, giving businesses AI-native tools to reach and convert users directly within conversations.
