OpenAI announced new AI-powered features for its ChatGPT Ads platform designed to make ads more useful to people and to simplify ad creation and management for businesses.
Key additions
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Sponsored Agents: After clicking an ad in ChatGPT, users can opt to start a clearly labeled conversation with a business-sponsored agent. Users can describe their needs, ask follow-up questions, and follow a link to the business website when ready. These Sponsored Agent conversations are separate from ChatGPT’s independent answers and distinct from the original ChatGPT conversation. Sponsored Agents are currently being tested with select advertisers in the United States.
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AI-assisted campaign creation and management: Advertisers can now use simple natural-language prompts to create, update, and analyze campaigns directly in ChatGPT via the Ads Manager plugin. A website or brief can be turned into a campaign, performance can be reviewed, and next-step recommendations provided.
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Creative suggestions and automated text customization: Ads Manager will offer AI-generated headline and imagery suggestions based on the advertiser’s landing page and campaign objective. Advertisers retain control and can edit or reject suggestions. There is also an opt-in feature for AI-powered text customization that adapts existing headlines and descriptions to the conversational context and can automatically translate ad copy into a user’s preferred language.
HubSpot and Shopify integrations
To avoid forcing businesses to rebuild workflows, OpenAI integrated ChatGPT Ads with HubSpot as its first CRM partner. Companies that manage customers in HubSpot can connect a ChatGPT Ads account to create ads, monitor performance, and follow up on leads using HubSpot context.
Also available today for US-based merchants is the ChatGPT Ads app in the Shopify App Store. Shopify merchants can manage campaigns and have products integrated via Shopify Catalog so they can start running ads and tracking performance immediately. The app will be available internationally in markets where ChatGPT Ads are offered beginning September 23, 2026.
Why this matters
OpenAI positions these updates as a response to users increasingly relying on AI to discover products, compare options, and make purchasing decisions. Sponsored Agents give potential customers a way to explore offerings through personalized conversations, while the AI tools in ChatGPT and Ads Manager are intended to reduce the time advertisers spend on routine campaign tasks.
How to get started
Businesses can sign up at ads.openai.com. Eligible businesses may also begin via the ChatGPT Ads for Shopify app or the ChatGPT Ads in HubSpot app.
Taken together, these launches reflect OpenAI’s approach of placing AI at the center of an advertising platform that aims to create more helpful ad experiences for users and more efficient ad workflows for businesses.
