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On September 16, 2026, OpenAI began testing Sponsored Agents, a new ad format inside ChatGPT. Instead of clicking an ad and landing on a website, you can now have a conversation with the ad itself.
A Sponsored Agent is a clearly labeled AI chat session run by the advertiser, separate from your ChatGPT conversation. You can ask questions about the product and get answers on the spot, visiting the vendor's site only when you're ready. For now, it's a limited US test with a small group of select advertisers.
The first launch partners are HubSpot and Shopify. HubSpot users will be able to run ChatGPT ad campaigns from inside HubSpot, using their CRM data. US Shopify merchants get a ChatGPT Ads app in the Shopify App Store with catalogs synced automatically, and the international rollout begins September
23. There's also a new natural-language Ads Manager plugin for ChatGPT Work.
The click no longer has to lead to a landing page — the ad itself becomes the conversation. That said, OpenAI has shared no performance data yet, so the impact on conversions remains unproven. Businesses could get better-qualified leads, while users face fewer redirects. The big question now is whether Google copies this format in AI Mode.
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