OpenAI is testing a new advertising-related model for ChatGPT that could allow businesses to sponsor AI agents users can interact with directly.
The company announced new AI-powered tools for advertisers on September 16 and said it had begun testing business-sponsored agents. The move expands OpenAI's efforts to build commercial applications around ChatGPT while exploring new ways for businesses to interact with customers through AI.
Sponsored agents are designed to give businesses a way to create AI-powered interactions inside ChatGPT. Rather than relying only on conventional advertising formats, companies could potentially use AI agents to engage users through conversational experiences.
OpenAI is also introducing additional AI tools aimed at advertisers. The company says the new products are part of a broader push into AI-powered marketing and customer engagement.
The development comes as AI companies increasingly explore ways to turn large-scale AI usage into sustainable businesses. ChatGPT has become one of the most widely used AI services, creating opportunities for companies to experiment with advertising, subscriptions and business-focused AI services.
For users, the introduction of sponsored AI agents also raises questions about how commercial relationships will be presented inside AI conversations. The way sponsored content is identified and separated from ordinary AI responses could become an important part of the user experience as these systems develop.
OpenAI's latest move shows that AI platforms are increasingly becoming not only tools for answering questions and generating content, but also potential channels through which companies can communicate with customers.
Source: Reuters, September 16, 2026.