OpenAI tests advertiser-sponsored agents, expands AI tools for ChatGPT ads
OpenAI is testing business-sponsored AI agents and rolling out new artificial intelligence tools for advertisers within ChatGPT. The sponsored agents feature allows users to launch a direct conversation with an advertiser-backed agent straight inside the ChatGPT interface after interacting with an ad. This approach shifts away from traditional digital advertising that sends traffic to external websites by keeping users inside a labeled, brand-funded chat. Early pilot partners for the new advertising format include Wayfair.
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- ✓ OpenAI announced Sponsored Agents on September 16, 2026.
- ✓ The Sponsored Agents feature lets users start conversations with business-backed agents after clicking an ad in ChatGPT.
- ✓ Wayfair is included in the initial pilot for sponsored agents.
- ✓ OpenAI is adding new tools for ad creation, campaign management, and ecommerce integrations.
What changed
OpenAI launched a pilot for sponsored AI agents inside ChatGPT that converse directly with users.
Live updates
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OpenAI Tests Sponsored AI Agents for ChatGPT Ads
OpenAI is testing business-sponsored AI agents and rolling out new artificial intelligence tools for advertisers within ChatGPT. The sponsored agents feature allows users to launch a direct conversation with an advertiser-backed agent straight inside the ChatGPT interface after interacting with an ad. This approach shifts away from traditional digital advertising that sends traffic to external websites by keeping users inside a labeled, brand-funded chat. Early pilot partners for the new advertising format include Wayfair.
Why it matters
The company formalized its shift toward agent-mediated advertising on September 16, 2026. Along with conversational units, the platform expansion includes new ad creation capabilities, campaign management features, and ecommerce integrations. This strategy connects conversational ads directly to OpenAI enterprise products, transforming how brands interact with consumers.
What is confirmed
- OpenAI announced Sponsored Agents on September 16, 2026.
- The Sponsored Agents feature lets users start conversations with business-backed agents after clicking an ad in ChatGPT.
- Wayfair is included in the initial pilot for sponsored agents.
- OpenAI is adding new tools for ad creation, campaign management, and ecommerce integrations.
Still unconfirmed
- Specific revenue sharing models or pricing tiers for brands participating in the sponsored agents pilot remain undisclosed.
What to watch next
- Expansion of the sponsored agents pilot to additional enterprise partners beyond Wayfair.
- Release of further metrics detailing ad performance and user engagement within ChatGPT.
confidence 90%Sources used for this update (10)
- Reuters — OpenAI tests advertiser-sponsored agents, expands AI tools for ChatGPT ads
- OpenAI — Reimagining advertising with AI
- The Information — OpenAI Tests Sponsored Agents, Adds AI Tools for ChatGPT Advertisers
- WSJ — Inside OpenAI’s Ad Rush
- Ad Age — How OpenAI is connecting ChatGPT ads to its enterprise business—and what it means for brands
- finance.yahoo.com — OpenAI tests sponsored AI agents inside ChatGPT ads
- www.afaqs.com — OpenAI expands ChatGPT Ads with sponsored agents and AI tools
- finance.yahoo.com — OpenAI’s Sponsored Agents Turn ChatGPT Into an Ad Platform Where Brands Are the Product
- www.storyboard18.com — Punit Goenka: Zee is building new growth engines in micro dramas, kids content and live entertainment
- www.storyboard18.com — Kuku Technologies gets SEBI's green light for confidential IPO filing
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