Digital
OpenAI expands ChatGPT Ads with Sponsored Agents and new AI tools
New features let businesses create and manage campaigns while users can chat with sponsored agents
MUMBAI: OpenAI has introduced new AI-powered features for ChatGPT Ads, including Sponsored Agents that let users start conversations with businesses after clicking an ad, along with tools to create, manage and analyse advertising campaigns.
Sponsored Agents are being tested with select advertisers in the US. After viewing a relevant ad, users can choose to start a clearly labelled conversation with a business-sponsored agent. They can ask questions, explain their requirements and visit the advertiser’s website when ready to take the next step.
OpenAI said conversations with Sponsored Agents will remain separate from ChatGPT’s independent answers and the original conversation started by the user.
For advertisers, the company is rolling out tools that allow campaigns to be created, updated and analysed through natural-language prompts in ChatGPT with the Ads Manager plugin. Businesses can turn a website or brief into a campaign, review performance and receive recommendations.
Ads Manager is also getting AI assistance for creative development. Advertisers can receive suggested copy and imagery based on their landing page and campaign objective, while retaining the ability to review and edit the suggestions before using them.
The company is also introducing an optional AI-powered text customisation feature that can adapt existing headlines and descriptions to better suit the context of a conversation and automatically translate ad copy into a user’s preferred language.
OpenAI is integrating ChatGPT Ads with HubSpot and Shopify as its first CRM and ecommerce partners. HubSpot users can connect their ChatGPT Ads account, create campaigns, track performance and follow up on leads within HubSpot.
US-based Shopify merchants can use the ChatGPT Ads app to create and manage campaigns, with products already integrated through Shopify Catalog. The app is set to expand internationally from 23 September in markets where ChatGPT Ads are available.
The new features form part of OpenAI’s broader effort to build an AI-centred advertising platform, covering both how users discover and engage with businesses and how advertisers create and manage campaigns.
