AI Enters the Ad Lab via 'Sponsored Agents' Speaking on Behalf of Companies

OpenAI has begun testing a new type of advertising within ChatGPT that goes beyond displaying a product or a link, allowing users to initiate a direct conversation with an AI agent affiliated with the advertiser.

The feature, named “Sponsored Agents,” enables users to open a chat with a company’s agent when an ad for a product—such as a table or a device—appears. Users can ask questions about sizes, features, or usage, and then proceed to the seller’s website if they wish.

OpenAI confirmed that these conversations will be clearly labeled as sponsored and will remain separate from ChatGPT’s independent responses and the user’s original conversation.

The test is currently limited to a select group of advertisers in the United States.

The company has also added AI-powered tools to help advertisers create campaigns, refine copy, and analyze performance, along with integrations with HubSpot and Shopify to manage ads through the tools companies already use.

The idea, in simple terms, is to transform advertising from a static message into a dialogue that allows users to inquire about a product before taking any action.