Advertising through artificial intelligence is entering a new phase as OpenAI introduces additional tools for ChatGPT Ads. The company announced new AI-powered advertising experiences designed to help businesses create advertisements, manage campaigns, and interact with potential customers.
The announcement, made on September 16, 2026, includes testing for Sponsored Agents, new AI creative tools in Ads Manager, and integrations with HubSpot and Shopify.
ChatGPT Ads Expand Beyond Traditional Advertising
Traditional digital advertising generally sends users toward a website, product page, or application. ChatGPT Ads are exploring a more conversational approach.
OpenAI is testing Sponsored Agents that allow users to begin a conversation with a business-sponsored agent after clicking an advertisement within ChatGPT.
This model could create a different interaction between advertising and customer service. Instead of immediately leaving the platform, users can potentially continue the conversation with a business through an AI-powered interface.
The approach reflects the broader development of conversational AI, where users increasingly interact with digital services through natural-language questions rather than conventional menus and search boxes.
New AI Creative Tools for Advertisers
OpenAI also announced new AI creative tools within Ads Manager. The goal is to make the process of developing advertising materials easier through AI-assisted workflows.
Creative production can involve multiple stages, including writing copy, developing visual concepts, testing variations, and adjusting advertisements for different audiences.
AI tools could help businesses move through some of these stages more quickly. However, marketing teams still need to determine whether AI-generated materials accurately represent their brands and meet their campaign objectives.
HubSpot and Shopify Integrations
The expansion of ChatGPT Ads also includes integrations with business platforms.
OpenAI identified HubSpot as its first CRM partner and Shopify as its first ecommerce partner for these advertising developments.
These integrations are significant because marketers often rely on customer relationship management and ecommerce systems to manage information about leads, customers, products, and transactions.
Connecting advertising technology with existing business tools could make it easier for companies to incorporate AI advertising into established workflows.
Why Conversational Advertising Matters
The rise of conversational interfaces is changing how consumers can discover information. Instead of typing short search queries and opening several websites, users may increasingly ask AI systems to explain products, compare options, or answer questions.
For advertisers, this creates a different environment.
A successful advertisement may need to encourage a useful conversation rather than simply generate a click. Sponsored Agents represent an early example of how brands could participate in that conversational experience.
Trust Remains Important
OpenAI said its advertising principles remain unchanged and that protecting user trust remains a central consideration in the development of its advertising platform.
That issue will remain important as advertising becomes more closely connected to AI-generated conversations.
Consumers need to understand when they are interacting with sponsored content or a business-supported agent. For marketers, maintaining transparency can be important when introducing new advertising formats.
The Future of ChatGPT Ads
The expansion of ChatGPT Ads shows how advertising is evolving alongside generative AI. Sponsored Agents, AI creative tools, and integrations with major business platforms could give advertisers new ways to connect with customers.
The technology is still developing, and the long-term impact will depend on how users respond, how businesses measure performance, and how advertising platforms maintain transparency and trust.
For marketers, the latest developments offer another indication that conversational AI is becoming part of the wider digital advertising landscape.
