“Today, we’re introducing new AI-powered experiences to make ads more useful for people and advertising easier for businesses,” OpenAI said on 16 September.
The biggest change is a test of Sponsored Agents. After clicking an ad in ChatGPT, a user can choose to start a conversation with an agent that a business sponsors, OpenAI announced. OpenAI is also adding AI tools for advertisers and bringing ChatGPT Ads into HubSpot and Shopify.
“A clearly labeled conversation”
OpenAI gives the example of a shopper who sees an ad for a dining table. The shopper might want to know whether it fits their space, how many people it seats, or how to care for its finish.
With Sponsored Agents, “a user can choose to start a clearly labeled conversation with a business-sponsored agent in ChatGPT,” OpenAI said. The user can ask follow-up questions and then follow a link to the business’s website.
“The conversation with a Sponsored Agent is distinct from ChatGPT’s independent answers and separate from the original conversation that the user started in ChatGPT,” the company said.
OpenAI is testing Sponsored Agents with select advertisers in the United States.
AI tools for advertisers
Advertisers can now create, update and analyse campaigns with plain-language prompts in ChatGPT, using the Ads Manager plugin. They can turn a website or a brief into a campaign, check how it performs and get recommendations on what to do next.
Ads Manager itself now suggests copy and images based on an advertiser’s landing page and campaign objective. “Advertisers remain in control,” OpenAI said. They can review and edit the suggestions before they add them to a campaign.
Advertisers can also opt into AI text customisation. It adapts their existing headlines and descriptions to the context of a conversation. It also translates ad copy into the user’s preferred language.
HubSpot and Shopify
HubSpot is OpenAI’s first customer relationship management partner, and Shopify is its first ecommerce partner.
From 16 September, businesses that use HubSpot can connect a ChatGPT Ads account there. They can create ads, track performance and follow up on leads without leaving HubSpot.
US merchants on Shopify can use a new ChatGPT Ads app from the same day. Their products are already connected through Shopify Catalog, so they can start running ads straight away, OpenAI said. The app will reach other markets where ChatGPT Ads is available from 23 September.
“Adopting a new advertising channel shouldn’t require businesses to rebuild the way they work,” OpenAI said.
How ChatGPT Ads got here
In April, OpenAI was hiring ad-tech firms to make ChatGPT ads talk back to users. Later that month, ChatGPT ads moved to cost-per-click pricing.
On 20 August, it emerged that OpenAI was bringing ChatGPT ads to 31 European countries. By 31 August, ChatGPT Ads had reached a $1bn annualised run rate. On 11 September, Amazon let its advertisers buy ads in ChatGPT in a pilot with OpenAI.
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