OpenAI launched Sponsored Agents, an ad that opens a branded conversation inside ChatGPT

OpenAI announced Sponsored Agents, an ad format where clicking the ad starts a labeled conversation with a business-sponsored agent inside ChatGPT rather than opening the advertiser's website. It is a limited alpha with select US advertisers, including Wayfair, Angi, Newegg, Best Buy, Lowe's and VistaPrint.

• Users can "explain what matters to them, ask follow-up questions, and follow a link to the business's website when they're ready to take the next step."
• OpenAI stresses that Sponsored Agent conversations are kept "distinct from ChatGPT's independent answers" and are labeled as sponsored.
• Availability is limited to selected advertisers in the United States during the alpha.
• Wayfair said it is testing at limited scale with guardrails on product accuracy, transparency and service handoffs; Angi launched a homeowner-facing agent.
• This is the first ChatGPT ad format where the click stays inside ChatGPT rather than sending traffic off-platform.