OpenAI began piloting “Sponsored Agents” inside ChatGPT on September 16, 2026, letting select advertisers — including Wayfair, Angi, Newegg, Best Buy, Lowe’s and VistaPrint — attach a labeled conversational agent to an ad slot. Users who click a sponsored ad can enter a separate, clearly labeled conversation with the business’s agent to ask questions before clicking through to the advertiser’s site. The pilot is limited to select US advertisers and is part of OpenAI’s broader push to build an AI-native advertising business inside ChatGPT.