OpenAI is testing a new ad format in ChatGPT called Sponsored Agents, which lets users start a conversation with a business-sponsored AI agent after clicking an ad, Search Engine Roundtable reported on September 16. The format is being tested with select advertisers in the United States.
How Sponsored Agents work
A user who sees a relevant ad can choose to open a separate conversation with the advertiser's agent, ask follow-up questions, and follow a link to the business's website when ready, per Search Engine Roundtable. OpenAI says the conversation with a Sponsored Agent is distinct from ChatGPT's independent answers and separate from the conversation the user originally started.
Home-services marketplace Angi said in a September 16 press release that it is among the first brands piloting the format. An Angi-branded agent may appear in relevant home-services conversations as a clearly labeled sponsored experience, where homeowners can share details about a project and enter Angi's service request flow to reach local pros. The pilot builds on the Angi app inside ChatGPT that launched earlier in 2026, which users have to add manually. "Our AI-first strategy is simple: make it easier for homeowners to connect with and hire the right pro for their project," Angi co-founder Angie Hicks said in the release.
The rest of the ads update
OpenAI paired the format with tools for advertisers. Ads Manager now offers AI-powered campaign creation and optimization, including suggested copy and imagery, plus an optional feature that adapts headlines and translates ad copy, Storyboard18 reports. Search Engine Roundtable reports that conversion optimization with impression billing is now generally available, along with flexible attribution windows and platform targeting.
HubSpot customers can connect ChatGPT Ads accounts to create campaigns, track performance and manage leads inside the CRM. Shopify merchants in the US can create and manage campaigns, and that integration expands internationally from September 23 in markets where ChatGPT Ads is available, per Storyboard18.
The update builds on OpenAI's January launch of advertising in ChatGPT alongside the $8 Go tier. It arrives weeks after Sam Altman ruled out an OpenAI IPO in 2026, and follows his "code red" memo as Google's Gemini added users.
Source: Search Engine Roundtable
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