OpenAI launched Sponsored Agents for direct interaction with brands

OpenAI introduced a new advertising format called Sponsored Agents, which allows users to interact with branded AI agents directly within the ChatGPT interface. The feature is activated after clicking on an ad, opening a chat with a company's customized assistant.

The integration is implemented through partnerships with HubSpot and Shopify platforms. These tools enable businesses to automate the creation and management of ad campaigns, as well as synchronize customer data with agent behavior. Agents are able to answer product questions, assist with product selection, and process orders in real-time.

For companies, the implementation of Sponsored Agents means a shift from static banners to interactive dialogue. The system uses APIs to pass the context of the user's request directly to the brand's CRM system, reducing the path from click to conversion. Developers note that this approach minimizes the need to visit external sites to obtain basic information.

The new functionality changes the chatbot monetization model, turning it into a full-fledged advertising platform. Now brands can not only place links but also delegate AI agents to handle primary lead processing and user support, which previously required the involvement of operators or complex multi-page sales funnels.