Sponsored Agents in ChatGPT: an ad that opens a brand conversation

OpenAI is testing Sponsored Agents with selected US advertisers. What changes after a click, and what remains unproven?

What OpenAI has announced

A Sponsored Agent is a clearly labeled brand agent opened from an ad in ChatGPT. A person can ask questions about a product or service and follow a link to the business website when ready. OpenAI separates that exchange from ChatGPT’s independent answers and from the user’s original conversation. This is a new step in the advertising journey, not a paid endorsement inside an answer.

Availability in September 2026

The format is in a limited alpha with selected advertisers in the United States. OpenAI is not taking early-access requests. A business elsewhere may see an example as a user without having the ability to launch its own Sponsored Agent. Standard ChatGPT Ads availability and access to this new format are different questions. A Polish advertiser should not budget for a feature it cannot activate.

The conversation between ad and website

The familiar route goes from ad to landing page to conversion. An agent adds an opportunity to ask whether a table fits a room, what a hotel package includes or how a service works. A useful answer may help the person reach the website with a clearer intention. The website still matters for verified terms, availability, payment and human contact.

What a business would need to prepare

The agent would need consistent, current information about the offer, price, limitations, cancellations and escalation to a person. Hotels have particular exposure when rates and availability change daily. Someone must own the source material and the correction process. The business should decide which questions a conversational system must never answer without checking live data.

Measure beyond conversation starts

A high number of conversations does not establish commercial success. Track useful visits, qualified leads, confirmed bookings and revenue, then compare them with a conventional ad-to-page journey. Allow for the cost of maintaining content and for delayed purchases or cancellations. There is no basis yet to promise a particular uplift from a format still in alpha.

What to do today

Improve product pages, frequently asked questions and the accuracy of offer information. Study what customers ask before buying and where a human needs to step in. Make sure existing conversion measurement works. Once the format reaches the relevant market and account, compare it against an established baseline rather than adopting it solely because it is new.

Keep claims within the evidence

OpenAI describes an optional branded conversation followed by a link to the business website. It has not announced universal access or guaranteed sales outcomes. Features and reporting can change during a test. A specialist should state what can be observed now and label future use cases as possibilities.

FAQ

Is it available to Polish advertisers?

OpenAI currently describes a limited alpha with selected US advertisers, without general Polish access.

Does it replace a landing page?

No. OpenAI explicitly describes the option to continue from the conversation to the business website.

Sources

Information checked: 25 September 2026. Feature access may depend on the account.