1d:I[70616,["/_next/static/chunks/0kcf5dt6yxdox.js","/_next/static/chunks/1su5n1uv1ti4s.js","/_next/static/chunks/0gvke1wv6udfg.js","/_next/static/chunks/1dfrle3jgmlzh.js","/_next/static/chunks/162lgvduyr-fa.js","/_next/static/chunks/2gcnnopam8e9w.js","/_next/static/chunks/2g60iab5a1pkg.js"],"Breadcrumb"] 1e:I[90762,["/_next/static/chunks/0kcf5dt6yxdox.js","/_next/static/chunks/1su5n1uv1ti4s.js","/_next/static/chunks/0gvke1wv6udfg.js","/_next/static/chunks/1dfrle3jgmlzh.js","/_next/static/chunks/162lgvduyr-fa.js","/_next/static/chunks/2gcnnopam8e9w.js","/_next/static/chunks/2g60iab5a1pkg.js"],"ArticleGrid"] 1f:T1682,

OpenAI began testing Sponsored Agents on Wednesday, a format that lets a ChatGPT user who clicks an ad open a separate, clearly labeled conversation with an agent the advertiser sponsors. The same release pushes ChatGPT Ads into HubSpot and Shopify and hands advertisers plain-language campaign tooling.

Key takeaways

Sponsored Agents are in test with select US advertisers; the sponsored conversation is kept distinct from ChatGPT's own answers and separate from the user's original chat.
HubSpot is OpenAI's first CRM partner and Shopify its first ecommerce partner, both live from 16 September, with the Shopify app reaching other ChatGPT Ads markets from 23 September.
Advertisers can create, update and analyze campaigns through plain-language prompts, and opt into AI text customization that adapts headlines to conversation context and translates copy.

What a Sponsored Agent actually is

The format inverts what an ad click does. Instead of dropping the user on a landing page, it opens a conversation with a business-sponsored AI agent that can field follow-up questions, after which the user can click through to the advertiser's site when ready.

OpenAI's own example is a shopper who sees an ad for a dining table and wants to know whether it fits their room, how many people it seats, and how to care for the finish — questions a product page answers badly and a salesperson answers well. Per OpenAI's announcement, the sponsored conversation is distinct from ChatGPT's independent answers and separate from the chat the user started.

That separation is the whole trust argument. ChatGPT's commercial value rests on users believing its recommendations are not for sale; a sponsored agent that blurred into an organic answer would spend that credibility fast. Labeling and isolating the conversation is how OpenAI proposes to sell attention without selling the answer.

Meeting advertisers inside their own software

The distribution half is less novel and probably more immediately consequential. From 16 September, businesses using HubSpot can connect a ChatGPT Ads account there and create ads, track performance and follow up on leads without leaving the CRM.

US merchants on Shopify get a ChatGPT Ads app the same day, and because their products are already wired in through Shopify Catalog, they can start running ads immediately. That app expands to other markets where ChatGPT Ads operates from 23 September. OpenAI's framing is that adopting a new advertising channel should not require a business to rebuild how it works.

Within ChatGPT itself, an Ads Manager plugin turns a website or a brief into a campaign through plain-language prompts, and suggests copy and images drawn from the advertiser's landing page and campaign objective. Advertisers review and edit suggestions before they go live. A separate opt-in adapts existing headlines and descriptions to the context of a conversation and translates ad copy into the user's preferred language.

How fast this business has moved

ChatGPT Ads has gone from experiment to material revenue line inside a year. The product moved to cost-per-click pricing in April, reached 31 European countries on 20 August, and by 31 August had hit a $1 billion annualized run rate. On 10 September, Amazon began letting US advertisers buy ChatGPT inventory through its demand-side platform in a pilot with OpenAI.

Geographic expansion has been the pattern throughout, including when ChatGPT Ads reached the UK, Japan, Korea, Brazil and Mexico. Wednesday's release is a different move: rather than adding territory, it deepens the format and embeds the buying surface in tools advertisers already run, which is how an ad channel converts early ARR into durable budget allocation.

The open questions

Sponsored Agents remain a limited US test, so nothing about performance is established. The measurement model is genuinely unclear — a conversation has no obvious equivalent to a click-through rate, and an agent that answers a shopper's question thoroughly enough may reduce site visits while increasing purchase intent.

There is also an accuracy exposure. An agent speaking on a brand's behalf can state something wrong about a product, and the liability for that sits with the advertiser rather than with OpenAI. How tightly businesses can constrain what their sponsored agent says has not been detailed.

FAQ

Are Sponsored Agents available to all advertisers?

No. OpenAI is testing Sponsored Agents with select advertisers in the United States. The HubSpot and Shopify integrations and the Ads Manager tooling are broader, having gone live on 16 September.

Can a Sponsored Agent influence ChatGPT's normal answers?

OpenAI says no. The sponsored conversation is clearly labeled and kept distinct both from ChatGPT's independent answers and from the original conversation the user was having before clicking the ad.

What do the HubSpot and Shopify integrations do?

HubSpot users can connect a ChatGPT Ads account and create ads, track performance and follow up on leads inside the CRM. Shopify merchants in the US get a ChatGPT Ads app with products already connected via Shopify Catalog, expanding to other markets from 23 September.

a:["$","div",null,{"className":"mx-auto max-w-7xl px-4 py-8 sm:px-6","children":[["$","script",null,{"type":"application/ld+json","dangerouslySetInnerHTML":{"__html":"{\"@context\":\"https://schema.org\",\"@type\":\"BreadcrumbList\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https://ainewsway.com\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"#hubspot\",\"item\":\"https://ainewsway.com/tag/hubspot\"}]}"}}],["$","script",null,{"type":"application/ld+json","dangerouslySetInnerHTML":{"__html":"{\"@context\":\"https://schema.org\",\"@type\":\"ItemList\",\"@id\":\"https://ainewsway.com/tag/hubspot#itemlist\",\"name\":\"#hubspot Articles\",\"numberOfItems\":1,\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"url\":\"https://ainewsway.com/articles/openai-is-testing-ads-you-can-argue-with-mu4ubhea\",\"name\":\"OpenAI Is Testing Ads You Can Argue With\"}]}"}}],["$","$L1d",null,{"items":[{"label":"# hubspot"}]}],["$","h1",null,{"className":"mb-8 text-3xl font-bold text-zinc-900 dark:text-zinc-100","children":["#","hubspot"]}],[["$","$L1e",null,{"articles":[{"id":"abdf41fa-22ed-43d4-b23e-78c7068bbfc2","slug":"openai-is-testing-ads-you-can-argue-with-mu4ubhea","title":"OpenAI Is Testing Ads You Can Argue With","subtitle":"Sponsored Agents let a shopper interrogate a business's chatbot after clicking an ad, while ChatGPT Ads moves inside HubSpot and Shopify so advertisers never leave their own tools","content":"$1f","excerpt":"OpenAI began testing Sponsored Agents on Wednesday, a format that lets a ChatGPT user who clicks an ad open a separate, clearly labeled conversation with an age...","coverImage":"https://cdn.ainewsway.com/uploads/2026/09/06eb5fb1-b985-4270-b51d-414bf19956e2.webp","coverImageCaption":"A digital billboard advertising screen — the one-way ad format OpenAI's Sponsored Agents are designed to replace with a two-way conversation.","authorId":"6773f67d-d7fa-4b19-8f38-384f10ac761b","status":"PUBLISHED","publishedAt":"2026-09-17T01:18:14.101Z","viewCount":0,"likeCount":0,"readingTime":5,"isFeatured":false,"isBreakingNews":false,"metaTitle":"OpenAI Tests Sponsored Agents, Adds HubSpot and Shopify","metaDescription":"OpenAI's Sponsored Agents let ChatGPT users chat with a business-sponsored agent after clicking an ad, as ChatGPT Ads moves into HubSpot and Shopify.","metaKeywords":["Sponsored Agents","ChatGPT Ads","OpenAI advertising","HubSpot","Shopify","AI advertising","Ads Manager"],"ogImage":null,"aiSummary":"OpenAI began testing Sponsored Agents, which let a ChatGPT user who clicks an ad open a separate, clearly labeled conversation with an agent the advertiser sponsors. The release also brings ChatGPT Ads into HubSpot and Shopify from 16 September and adds plain-language campaign tools. ChatGPT Ads hit a $1 billion annualized run rate by 31 August, making this a deepening of an already material revenue line.","aiTags":[],"sentiment":null,"articleType":"NEWS","videoEmbed":null,"videoType":null,"seoScore":95,"isAutoGenerated":true,"isBackfill":false,"pipelineStage":null,"copyrightScore":null,"similarityScore":null,"matchedSourceId":null,"createdAt":"2026-09-17T01:17:49.139Z","updatedAt":"2026-09-17T03:04:44.870Z","contentUpdatedAt":"2026-09-17T03:04:44.869Z","deletedAt":null,"author":{"id":"6773f67d-d7fa-4b19-8f38-384f10ac761b","name":"Seung Jung","username":"Seung Jung","avatar":null},"categories":[{"id":"8126f4b3-ce4a-464f-bc70-7c3c39d5540b","name":"Tech & Business","slug":"tech-business"}],"tags":[{"id":"95546cf6-8b8e-4ec4-829b-f9988ab8674c","name":"OpenAI","slug":"openai"},{"id":"a5c10388-6635-4419-a38d-5471259ec7b8","name":"Shopify","slug":"shopify"},{"id":"ec0d8b20-5ba6-47de-8240-60c13ca46cc4","name":"ChatGPT Ads","slug":"chatgpt-ads"},{"id":"09763c32-ac61-42a8-baa0-aa24c1bd9501","name":"Sponsored Agents","slug":"sponsored-agents"},{"id":"eb2e5b71-229d-480d-9452-67d2c010759b","name":"HubSpot","slug":"hubspot"}],"translations":[{"id":"b92c5f55-b4aa-4664-8aee-ec52eb230e36","language":"es","title":"OpenAI prueba anuncios con los que se puede discutir","subtitle":"Los Sponsored Agents permiten que un comprador interrogue al chatbot de una empresa tras hacer clic en un anuncio, mientras ChatGPT Ads se instala dentro de HubSpot y Shopify para que los anunciantes no salgan de sus propias herramientas","excerpt":"OpenAI comenzó el miércoles a probar los Sponsored Agents, que abren una conversación con un agente patrocinado cuando el usuario hace clic en un anuncio. La misma actualización lleva ChatGPT Ads a HubSpot y Shopify.","metaTitle":"OpenAI prueba Sponsored Agents, anuncios conversacionales","metaDescription":"OpenAI prueba los Sponsored Agents, que abren un chat con un agente patrocinado tras hacer clic en un anuncio, y lleva ChatGPT Ads a HubSpot y Shopify."},{"id":"4f57b6bf-677b-492f-91b5-b99e77b2bc2e","language":"ja","title":"OpenAI、問い返せる広告をテストへ","subtitle":"Sponsored Agentsは広告をクリックした消費者が企業のチャットボットに直接質問できる仕組み。ChatGPT広告はHubSpotとShopifyの中に入り、広告主は使い慣れたツールから離れずに済む","excerpt":"OpenAIは水曜日、Sponsored Agentsのテストを開始しました。ChatGPTの利用者が広告をクリックすると、広告主がスポンサーするエージェントとの別の会話が開きます。同じアップデートでChatGPT広告はHubSpotとShopifyに組み込まれました。","metaTitle":"OpenAI、対話型広告Sponsored Agentsをテスト開始","metaDescription":"OpenAIが広告クリック後に企業スポンサーのエージェントと対話できるSponsored Agentsをテスト。ChatGPT広告はHubSpotとShopifyに組み込まれました。"},{"id":"21ad91d2-f093-4f1d-9193-098ff388af6a","language":"ko","title":"OpenAI, 되물을 수 있는 광고를 시험한다","subtitle":"Sponsored Agents는 광고를 클릭한 소비자가 해당 기업의 챗봇에 직접 캐물을 수 있게 하고, ChatGPT 광고는 HubSpot·Shopify 안으로 들어가 광고주가 쓰던 도구를 벗어나지 않게 한다","excerpt":"OpenAI가 수요일 Sponsored Agents 테스트에 들어갔다. ChatGPT 이용자가 광고를 클릭하면 광고주가 후원하는 에이전트와 별도의 대화창이 열린다. 같은 업데이트로 ChatGPT 광고가 HubSpot과 Shopify 안으로 들어갔다.","metaTitle":"OpenAI, 대화형 광고 Sponsored Agents 시험 가동","metaDescription":"OpenAI가 광고 클릭 후 기업 후원 에이전트와 대화하는 Sponsored Agents를 시험한다. ChatGPT 광고는 HubSpot·Shopify 안으로 들어갔다."},{"id":"7329227c-fd2b-494a-b3a8-b128bcbabfd5","language":"zh","title":"OpenAI 測試可以追問的廣告","subtitle":"Sponsored Agents 讓點擊廣告的消費者直接向企業的聊天機器人追問，ChatGPT 廣告則搬進 HubSpot 與 Shopify，廣告主不必離開自己慣用的工具","excerpt":"OpenAI 於週三啟動 Sponsored Agents 測試，ChatGPT 使用者點擊廣告後可開啟與廣告主贊助代理人的獨立對話。同一波更新把 ChatGPT 廣告帶進 HubSpot 與 Shopify。","metaTitle":"OpenAI 測試對話式廣告 Sponsored Agents","metaDescription":"OpenAI 測試 Sponsored Agents，讓使用者點擊廣告後與企業贊助代理人對話；ChatGPT 廣告同時進駐 HubSpot 與 Shopify。"}],"celebrities":[{"id":"b086135e-3126-46cd-b591-67f073dff1bb","nameKo":"OpenAI","nameEn":"OpenAI","slug":"openai","profileImage":"https://ui-avatars.com/api/?name=OpenAI&size=400&background=F97316&color=fff&bold=true"},{"id":"affdcaa4-561a-4460-9c2e-e03a114ee716","nameKo":"허브스팟","nameEn":"HubSpot","slug":"hubspot","profileImage":null},{"id":"142a609d-1f2d-4f06-a115-b4e485cf1442","nameKo":"쇼피파이","nameEn":"Shopify","slug":"shopify","profileImage":null}]}]}],"$L20"]]}]

#hubspot

OpenAI, 되물을 수 있는 광고를 시험한다

뉴스레터 구독

#hubspot

OpenAI, 되물을 수 있는 광고를 시험한다