# Advertising in ChatGPT: what OpenAI announced and what to prepare

> OpenAI is testing sponsored conversations after a ChatGPT ad. Independent answers stay separate; your brand's first job is to explain its product clearly.


Published: 2026-09-22. Original source: [OpenAI, Reimagining advertising with AI](https://openai.com/index/reimagining-advertising-with-ai/).

## What OpenAI announced

On September 16, OpenAI [announced changes to ChatGPT Ads](https://openai.com/index/reimagining-advertising-with-ai/): tests of *Sponsored Agents* with select US advertisers, AI tools in Ads Manager, and HubSpot and Shopify integrations. A person can open a labeled sponsored conversation after clicking an ad. That conversation stays separate from ChatGPT's independent answer and the original chat.

## What is available and what is still a test

Do not confuse the *Sponsored Agents* test with ChatGPT Ads as a whole. OpenAI limits that test to select US advertisers. The Shopify app started with US merchants, and OpenAI announced international availability starting September 23 in markets where ChatGPT Ads are offered. That does not mean every brand can access every format.

## Preparation starts with a public answer

Before thinking about an ad, list the questions customers already ask: what you sell, who it helps, what it costs, how it works, and where its limits are. Publish verified answers on an accessible page and keep them current. A sponsored conversation can only help if the business has accurate facts to draw from.

## How this connects to your work in HeyMark

The same questions appear in your accounts' comments and messages. In HeyMark, collect the recurring ones, prepare a post with the team's approved answer, and see what new questions follow on connected accounts. Use what you learn to correct the public page and the next piece. HeyMark does not create or manage ChatGPT Ads campaigns.

## When to test ads

If you can access the format and decide to test it, separate how many people reach the ad, what they ask, and what actions they complete on your site. Compare with other channels over the same period and against the same goal. A clear public explanation also helps people who find you through unpaid search.

## Plan your next post in HeyMark.

Keep the idea, review the draft with your team, and see how it performed in the accounts you connected.

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- [HeyMark MCP documentation](https://heymark.ai/en/mcp/)
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