OpenAI brings Sponsored Agents and a Shopify ads app to ChatGPT
Ads in ChatGPT just grew teeth: build campaigns from a plain-language prompt, CRM and store integrations are live, and ad units now open into live sales chats.
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Ads that turn into conversations
Click an ad in ChatGPT and you can open a labeled, business-run agent — OpenAI's demo has a shopper grilling a dining-table seller on dimensions and care before ever reaching the site. It's in limited testing with select US advertisers, kept visually distinct from ChatGPT's own answers and out of your chat history. For builders, the assistant itself just became a paid distribution channel — a new surface to reach, and to reckon with.
Campaigns you build by typing
A new Ads Manager plugin lets advertisers create, edit, and analyze campaigns in plain language, auto-drafting copy and imagery from your landing page and objective. An opt-in mode rewrites your headlines to fit each conversation and auto-translates them into the user's language. If you run growth, campaign setup drops from a dashboard slog to a sentence.
A free Shopify app, live today
US Shopify merchants can install a free ChatGPT Ads app now — international rollout starts Sept 23 — that auto-syncs your product catalog and tracks clicks and conversions, with targeting by segment, device, location, and product category. For a store owner, that's a same-day path into ChatGPT ads without touching an API.
HubSpot is the first CRM in
HubSpot users can now create ChatGPT ads, track performance, and manage the leads they generate without leaving HubSpot — OpenAI's first CRM partner. If your funnel already lives there, the ad-to-lead loop closes inside one tool.
The shift under the hood
ChatGPT crossed from ad-free assistant to ad-supported platform in stages — July's first ad tests, now sponsored agents and a marketer toolkit on top. OpenAI says ads stay labeled, separate from answers, and under user data controls, but the direction is set: the model your users ask questions in now has advertisers in the room. Plan for how you get recommended and discovered inside it.