OpenAI is testing sponsored agents in ChatGPT that let people who click on an ad engage with the advertiser’s AI assistant to learn more about a product or service, the company said in a blog post.
Users can then follow a link to the company’s website. OpenAI said the sponsored conversation will remain separate from ChatGPT’s independent response and from the conversation in which the original ad appeared.
The initiative represents a more interactive advertising model than a conventional display or search ad. Instead of directing every prospective customer immediately to a website, a business can use an agent to answer follow-up questions and help the user determine whether its offering meets the user’s needs. The company is testing the feature with a limited group of U.S. advertisers.
The move signals a challenge to Google at a particularly valuable point in the advertising funnel – when consumers are actively comparing products and preparing to buy. Instead of clicking a Google ad and navigating to a website, a shopper could question a brand’s AI agent inside ChatGPT and potentially move much closer to a purchase before ever leaving the conversation, putting pressure on Google’s search-ad model.
OpenAI is also introducing tools that let marketers create, update and analyze advertising campaigns using natural-language instructions. Its Ads Manager can turn a company’s website or campaign brief into a proposed campaign, recommend copy and images and suggest changes based on performance. Advertisers must review the proposed material before using it.
Integrations with HubSpot and Shopify connect the advertising system to existing business workflows. HubSpot customers can create campaigns, track results and follow up with leads inside the customer-management platform. Shopify merchants can begin managing ChatGPT campaigns through a new app, with international availability scheduled for Sept. 23 in markets where ChatGPT Ads operates.