OpenAI is testing a new advertising format that allows users to start a conversation with a brand inside ChatGPT.
The format is called a Sponsored Agent. When users click a button such as “Chat with us,” ChatGPT opens a branded conversation instead of immediately sending them to an external website.
What Is a Sponsored Agent?
A Sponsored Agent is an advertiser-sponsored conversation. It allows users to interact with an AI representative of a business, product or service.
The advertiser is responsible for the agent’s content, settings, actions and answers. It is also responsible for the product and business information used by the agent.
How Click-to-Chat Ads Work
Click-to-chat ads turn a standard ad click into a direct conversation with the advertiser. The process works as follows:
- A sponsored ad appears below a relevant ChatGPT response.
- The user clicks the “Chat with us” button.
- A separate branded conversation opens.
- The user asks questions about the advertised product or service.
- The company’s AI agent responds to those questions.
- The agent can direct the user to a relevant page or company representative.
This format lets users get more information before visiting the advertiser’s website.
Wayfair Is Testing Sponsored Agent Ads
Wayfair has confirmed its participation in OpenAI’s Sponsored Agent pilot.
The company is testing whether conversational commerce can help customers make more informed purchasing decisions. Wayfair has added controls for product accuracy, transparency and transfers to its service team.
In one reported test, a user asked ChatGPT for a picture frame with gold leaves. A Wayfair advertisement appeared with a “Chat with us” button.
Clicking the button opened a Wayfair-branded conversation with a prepared prompt. The user could then discuss the product with Wayfair’s AI agent.
Standard Ads and Click-to-Chat Ads
Standard ChatGPT ads take users to an advertiser’s website. Click-to-chat ads open a conversation with the advertiser’s AI agent.
| Standard ChatGPT ads | Click-to-chat ads |
|---|---|
| Open an external website | Open a branded conversation |
| Show fixed ad information | Answer follow-up questions |
| Use a landing page for details | Provide details inside the chat |
| End when the user clicks | Continue as a conversation |
What Information Can Advertisers See?
Advertisers cannot see a user’s normal ChatGPT conversations, memories, chat history or personal details.
When users choose to open a Sponsored Agent, the advertiser can see the messages they send directly inside that branded conversation. The advertiser cannot see the private ChatGPT conversation that appeared before the ad.
Ads Remain Separate From ChatGPT Answers
Sponsored ads remain separate from ChatGPT’s original responses. Advertisers cannot change, rank or influence those answers.
The branded conversation starts only after the user chooses to click the ad. This makes the Sponsored Agent a separate advertising experience within ChatGPT.