OpenAI Launches AI-Powered Advertising and Sponsored Agents

OpenAI launched a suite of AI-powered advertising tools for ChatGPT on September 16, 2026, aimed at creating sustainable revenue streams beyond subscription tiers. The centerpiece of the rollout is the introduction of Sponsored Agents, which allow users to engage in labeled, separate conversations with business-sponsored AI to explore products before visiting a company website. These agents are currently being tested with select advertisers in the United States.

To support these efforts, the company introduced a conversational advertising format where promotions appear as direct responses within the natural flow of dialogue. To protect privacy, OpenAI stated that partners will not receive individual user data, relying instead on contextual understanding. The company also released a ChatGPT Ads Manager plugin, enabling marketers to create and analyze campaigns using natural-language prompts and AI-generated creative suggestions.

OpenAI has established strategic integrations with HubSpot for customer relationship management and Shopify for e-commerce. Shopify merchants in the U.S. can now manage campaigns via a dedicated app, with an international launch scheduled for September 23. Additionally, a partnership with Amazon allows its brands to place ads within the platform. The advertising business has already reached a $1 billion annualized revenue run rate and operates in over 40 countries.