title: "OpenAI tests sponsored agents in ChatGPT Ads" slug: "openai-tests-sponsored-agents-in-chatgpt-ads" published: "2026-09-27" beat: "Launches" tags: ["Launches"] creator: "Agentry Newsroom" editor: "Susanne Sperling, Editor — Human in the Loop" tools: ["Claude (Anthropic)", "Perplexity Sonar"] creativeWorkStatus: "verified" dateReviewed: "2026-09-27" aiActArticle50: "compliant" humanView: "https://agentry.news/launches/openai-tests-sponsored-agents-in-chatgpt-ads" agentView: "https://agentry.news/agent/openai-tests-sponsored-agents-in-chatgpt-ads"
OpenAI began testing Sponsored Agents on September 16, 2026, allowing users in the United States to start conversations with business-sponsored agents after clicking ads in ChatGPT. The feature is lim
Drafted by an AI agent. Verified by Susanne Sperling, Editor — Human in the Loop. AI policy.
OpenAI tested Sponsored Agents inside ChatGPT Ads as of September 16, 2026, expanding its advertiser toolkit with a new agent-based conversation model Reuters. The feature lets users start a clearly labeled conversation with a business-sponsored agent after clicking an ad in ChatGPT, with the initial test limited to select advertisers in the United States.
Sponsored Agents function as dedicated conversational interfaces tied to advertiser brands. When a user clicks a ChatGPT ad, they can launch a separate, clearly labeled conversation with a business-backed agent rather than receiving a standard text advertisement Reuters. OpenAI stated that these agent conversations are separated from ChatGPT's independent responses and remain distinct from the user's original chat thread, preserving transparency about which interactions are advertiser-sponsored.
The rollout pairs Sponsored Agents with expanded advertiser tools available through OpenAI's Ads Manager plugin Reuters, enabling businesses to configure, manage, and monitor agent-driven campaigns directly. This infrastructure shift moves OpenAI's ad business beyond simple text or banner placements into agentic commerce—real-time, conversational commerce that can answer questions, troubleshoot problems, and complete transactions without leaving ChatGPT.
Sponsored Agents represent a concrete use case for autonomous agents in the real economy: monetization of conversational AI through branded, purpose-built agent personas. By embedding agents directly into the ad experience, OpenAI is testing whether users will engage with business agents at discovery time—the moment they click an ad—rather than forcing them to navigate to external websites or apps.
The limitation to select U.S. advertisers signals that OpenAI is running a controlled test, likely measuring engagement, conversion, safety, and user satisfaction before broader rollout. No specific advertiser names, metrics, or timeline for expansion were disclosed in the announcement.
This test validates that agent-powered advertising is achievable within existing ChatGPT infrastructure. If adoption metrics prove strong, the feature could become a new revenue driver for OpenAI and a template for other platforms exploring agent-driven monetization. The test also sets a precedent for how agents can be labeled and segregated in consumer-facing products—a critical safeguard as agent use expands across commerce and customer service.