OpenAI is expanding its advertising platform with new AI-powered features aimed at helping users interact with businesses and enabling advertisers to create and manage campaigns more efficiently.
The company is testing Sponsored Agents, which allow users to start a conversation with a business-sponsored agent after clicking an advertisement in ChatGPT. The feature is currently being tested with select advertisers in the United States.
Through these agents, users can ask questions about products or services, share their preferences and explore relevant information before deciding whether to visit a business website.
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OpenAI said conversations with Sponsored Agents will be clearly labelled and remain separate from ChatGPT's independent responses and the user's original conversation.
Businesses can use natural-language prompts through ChatGPT's Ads Manager to create, update and analyse campaigns.
The tools can also turn a website or advertising brief into an advertising campaign and provide recommendations based on campaign performance.
The company is introducing AI assistance within Ads Manager to help generate advertising copy and imagery based on an advertiser's landing page and campaign objective. Advertisers can review and edit the AI-generated material before using it.
Another option allows advertisers to enable AI-powered text customisation. The feature can adapt existing headlines and descriptions to better match the context of a conversation and automatically translate ad copy into a user's preferred language.
OpenAI is also integrating ChatGPT Ads with HubSpot and Shopify, expanding its connections with CRM and e-commerce platforms. HubSpot users can connect their ChatGPT Ads accounts, create campaigns, track performance and follow up on leads within the CRM platform.
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Meanwhile, US-based Shopify merchants can use the ChatGPT Ads app to create and manage campaigns. Their products are already integrated through Shopify Catalog.
The Shopify app will expand internationally from September 23 in markets where ChatGPT Ads are available.
OpenAI said the new features are part of its broader effort to build an AI-centred advertising platform as consumers increasingly use AI tools to discover and compare products and services.
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