OpenAI has begun testing a new advertising format that allows ChatGPT users to move from seeing an advert to having a conversation with an AI agent representing the advertiser.
The new Sponsored Agents will allow someone who sees a relevant ad to choose to open a separate conversation with a business-sponsored AI agent, ask questions about its products or services and then follow a link to the company’s website.
Testing is beginning with selected advertisers in the United States.
OpenAI says the sponsored conversations will be clearly labelled and kept distinct from both ChatGPT’s independent answers and the conversation the user was having before opening the advert.
From adverts to conversations
The format represents a significant change from conventional online advertising.
A user considering a product could question the sponsored agent about whether it suits their requirements, ask follow-up questions and explore alternatives offered by the business.
For advertisers, that effectively turns an advert into an interactive sales conversation.
The distinction between the sponsored agent and ChatGPT itself will therefore be important.
A banner or sponsored link is immediately recognisable as advertising. An AI agent can respond directly to individual concerns, maintain a conversation and tailor information to what a potential customer says.
OpenAI says Sponsored Agents will remain clearly identified as business-sponsored and separate from ChatGPT’s independent responses.
Advertising itself becomes agentic
OpenAI is also introducing AI tools on the other side of the advertising system.
Advertisers will be able to use natural-language prompts to create, modify and analyse campaigns through the ChatGPT Ads Manager plugin.
The system can turn a website or campaign brief into an advertising campaign, analyse performance and recommend changes. It can also suggest advertising copy and imagery based on a company’s landing page and objectives.
An optional feature can adapt existing headlines and descriptions to the context of a conversation and translate advertising into a user’s preferred language.
OpenAI is also integrating ChatGPT Ads with HubSpot and Shopify, its first CRM and ecommerce partners respectively.
The direction is increasingly clear.
AI is not only changing how advertisements are created and targeted.
It is beginning to change what an advert actually is.
Instead of seeing a message and deciding whether to click it, consumers may increasingly find themselves talking directly to an AI salesperson capable of responding to their questions in real time.
The challenge will be ensuring that conversation still feels unmistakably like advertising.
Sources
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