ChatGPT introduces new ad features for OpenAI to bring AI conversations into digital ads. The update adds a feature called Sponsored Agents which will enable users to chat with AI agents sponsored by businesses after viewing specific ads. OpenAI also introduces AI-powered tools to build and manage ads, and integrations like HubSpot and Shopify
Sponsored Agents is a new feature of ChatGPT that allows businesses to start a conversation with users from a ChatGPT ad, thereby providing a fresh way to explore their products and services.
Sponsored Agents Bring Conversations to ChatGPT Ads
One of the key features OpenAI announced is Sponsored Agents. Sponsored Agents connect users who engage with specific ads in ChatGPT to an AI agent that's sponsored by the business. The agent can provide answers to questions users may have about the business or products, and they can educate users before they come to their company's website.
For instance, if a user sees an advertisement for a product they might want to know if it is appropriate for them. The user can talk to the sponsored AI agent, which does not require them to exit ChatGPT or navigate the website immediately, but rather have a conversation where they can ask questions about the product.
This creates a different path from the traditional advertising journey: An ad is displayed, the user clicks on it, and visits the website where different products or services can be found and browsed.
With Sponsored Agents advertising journey: A user views an ad, initiates a conversation with the sponsored AI agent, asks questions about the product/service and then proceeds to the business's website for the next step.
According to OpenAI, Sponsored Agents are currently being tested with “some advertisers” in the United States.
AI Tools for Creating and Managing Campaigns
OpenAI is also launching tools for advertisers to manage their ads using AI. Natural-language prompts allow advertisers to create campaigns, tweak content, review campaign performance and get recommendations.
The advertising tools can also be used to create advertising copy and images based on information on a business website or advertising brief. Advertisers have the opportunity to both view and edit the content that is generated. This may make it easier for businesses to create campaigns if they'd like to try advertising but are not prepared to do everything on their own.
Ads can be tailored for conversations with ChatGPT.
One of the other updates is the AI-driven text customization feature.
Advertisers can make ChatGPT's headlines and descriptions more relevant to the conversation, when this feature is turned on. Can also translate ad copy into the user's preferred language as a feature. The idea is to present a message that's more relevant to the conversation rather than showing it to all users.
Integrating with HubSpot for Advertisers.
OpenAI will also be integrating ChatGPT Ads into HubSpot.
HubSpot businesses can sync HubSpot CRM data with ChatGPT Ads account and leverage it as lead management and advertising data. This can assist businesses tie advertising to their current customer and lead management systems.
Shopify Merchants Can Link Their Product Catalogs
OpenAI has also pledged to launch a ChatGPT Ads app for Shopify merchants in the U.S. The app enables eligible merchants to link their product catalog and measurement devices, generate ChatGPT Ads campaigns and monitor campaign performance.
According to OpenAI, the Shopify app will roll out to other countries where ChatGPT Ads are available. This means that digital advertising is dead. This means that digital advertising is over.
What This Means for Digital Advertising
The new announcement demonstrates how AI platforms are increasingly drawn into various aspects of the advertising process.
Advertisements typically used to push a user from an advertising network to a website. The typical function of an advertisement was to push a user from an advertiser to a website. AI advertising can introduce a new step prior to that website visit: conversation. A user can ask questions, look at an offering, learn about a product so that they can determine whether or not to go to the business's website.
For advertisers, this implies that the performance of campaigns could be more complex than clicks and impressions. The experience between a user and an AI-powered ad experience may also play an important role in the customer journey.
What Comes Next?
The impact on advertisers and businesses from OpenAI's latest advertising features is yet to be seen as the features are rolled out and tested. ChatGPT is evolving into a new advertising model that merges advertising, AI support and customer interactions through Sponsored Agents, AI-driven campaign management, and ad customization via conversations.
As users' search behaviors and product discovery change with the advent of AI, so do the advertising platforms. Watch this space for more news on AI advertising, ChatGPT Ads and the newest digital marketing trends.