OpenAI is piloting advertiser-backed conversational agents inside ChatGPT while adding plain-language ad-creation tools and integrations that let businesses run and track ChatGPT Ads from HubSpot and Shopify.
Levart_Photographer on Unsplash "Today, we're introducing new AI-powered experiences to make ads more useful for people and advertising easier for businesses," OpenAI said on 16 September.
After clicking an ad in ChatGPT, a user can choose to start a conversation with an agent that a business sponsors, OpenAI announced.
April, OpenAI was hiring ad-tech firms to make ChatGPT ads talk back to users.
# What OpenAI announced
# Agents are meant to do
OpenAI frames Sponsored Agents as a way to make ads more useful by letting users get product- or service-specific answers in a conversational format. The company gives the example of a shopper seeing an ad for a dining table who wants quick answers about dimensions, seating capacity, or care instructions. The Sponsored Agent would handle those follow-ups before the user visits the merchant's site.
# Advertiser-facing features
OpenAI also added tools to help advertisers create, monitor, and refine campaigns inside ChatGPT:
OpenAI emphasizes that advertisers remain in control and can edit suggested assets before they go live.
# HubSpot and Shopify integrations
HubSpot is OpenAI's first CRM partner. From 16 September, HubSpot customers can connect a ChatGPT Ads account to create ads, track performance, and follow up on leads without leaving HubSpot.
Shopify is OpenAI's first ecommerce partner. US merchants can install a ChatGPT Ads app that connects to their Shopify Catalog so products are ready for ad campaigns. The app is available to other markets where ChatGPT Ads is offered starting 23 September.
# Context and recent product moves
# Scope and testing
# What to watch next
# Bottom line
OpenAI is shifting ChatGPT closer to an interactive advertising channel: users can click an ad and choose a dedicated, labeled conversation with a business-backed agent, while businesses get tools and integrations to create and manage ChatGPT campaigns without leaving existing CRM and ecommerce platforms.
Advertisers can now ask ChatGPT to help create their ChatGPT ads, because what's more relatable than an ad crafted by a bot?
Independent research from SE Ranking, Emberos, and Seer Interactive all point to the same gap: ChatGPT ads have little to no connection to the conversation they appear alongside
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