A limited group of U.S. businesses is piloting a conversational ad format that enables ChatGPT users to start dedicated chats with AI agents sponsored by companies. These Sponsored Agents operate in separate windows from the primary chat and provide tailored product recommendations or answer specific customer questions before linking to a website. The system allows ad copy to automatically adapt to the user's language and the context of the current conversation.

The accompanying Ads Manager update replaces traditional dashboard controls with natural language prompts for building and analyzing campaigns. OpenAI added integrations with HubSpot and Shopify to manage product catalogs and lead generation. Campaign tools now include 7, 14 or 30 day attribution windows and targeting options for iOS, Android and web platforms.