Reimagining advertising with AI

What changed

Source summary

OpenAI introduced advertising features in ChatGPT, including Sponsored Agents that let users chat with a business's AI agent after clicking an ad, and AI tools in ChatGPT Work and Ads Manager that let marketers create and manage ad campaigns using prompts. New integrations with HubSpot and Shopify bring ChatGPT Ads into businesses' existing tools. Sponsored Agents are currently being tested with a small group of US advertisers, and OpenAI says advertisers review AI-generated suggestions before they go live.

Why it matters to your work

Practical interpretation

If you run a small business or manage marketing, ChatGPT can now help you write and manage ad campaigns in plain language, and new HubSpot/Shopify integrations mean less manual setup. As a ChatGPT user, be aware ads may soon include a Sponsored Agent you can chat with after clicking - this is in early US-only testing for now, not yet in Australia.

When this could help

Review now if you advertise through digital channels and want to understand the new format (Sponsored Agents) and its partners (HubSpot, Shopify). Monitor rollout beyond the current US-only test with select advertisers.

OpenAI is introducing AI-powered advertising in ChatGPT, including Sponsored Agents (clearly labelled business conversations users can enter after clicking an ad), an Ads Manager plugin for natural-language campaign creation, AI creative assistance, and opt-in text customisation that adapts headlines to conversation context. HubSpot and Shopify are the first CRM and ecommerce partners.

How to get started

1. If you are a US advertiser, explore the Ads Manager plugin in ChatGPT for natural-language campaign creation. Shopify US merchants can use the ChatGPT Ads app from the Shopify App Store. HubSpot users can connect a ChatGPT Ads account within HubSpot.

   Provider guidance ↗

Build it into your routine

SCALA suggested workflow

1. ChatGPT Ads evaluation

   If you run digital ad campaigns, test the Ads Manager plugin for campaign creation and monitor Sponsored Agent performance (engagement, conversion) against your existing channels once access is available.

What to check

• Testing with select US advertisers only at launch. Targeting options, privacy controls, and pricing/bidding models are not specified in the announcement. Source ↗
• Sponsored Agent conversations are separate from ChatGPT's independent answers and from the user's original chat. Source ↗