OpenAI is making it easier for businesses to advertise inside ChatGPT by adding new integrations with HubSpot and Shopify. The update allows advertisers to create, manage, measure, and improve ChatGPT advertising campaigns using tools they may already use for marketing, ecommerce, and customer management.
HubSpot has become OpenAI’s first CRM partner for ChatGPT Ads. Businesses using HubSpot can connect their ChatGPT Ads account and create campaigns directly from the platform. They can also monitor campaign performance, collect leads, connect advertising activity with customer records, and use follow-up workflows after a potential customer interacts with an ad.
This could make campaign measurement easier for marketers because ChatGPT advertising results can be viewed alongside other marketing channels. HubSpot can also use tracking information to help businesses understand which contacts and deals came from their ChatGPT advertising campaigns.
OpenAI is also working with Shopify as its first ecommerce partner. U.S.-based Shopify merchants can use the ChatGPT Ads app to connect their product catalog and measurement tools with OpenAI’s advertising platform. This allows merchants to create ChatGPT Ads campaigns and track their results without building a completely separate advertising workflow.
The Shopify integration is expected to expand internationally on September 23 in markets where ChatGPT Ads are available. The move could be especially useful for online retailers that already manage their products, sales, and customer activity through Shopify.
OpenAI is also introducing more AI-powered advertising tools. Advertisers can use natural-language prompts to create, update, and analyze campaigns through ChatGPT. Ads Manager can suggest advertising copy and images based on a company’s landing page and campaign objective, while businesses can review and edit the suggestions before using them.
Another new feature being tested is called Sponsored Agents. After clicking a relevant ChatGPT ad, a user may be able to start a clearly labeled conversation with an AI agent sponsored by the advertiser. The customer can ask questions about a product or service before deciding whether to visit the company’s website or take another action. The feature is currently being tested with selected advertisers in the United States.
OpenAI says these sponsored conversations are separate from ChatGPT’s normal answers. The company is trying to build advertising around conversations instead of relying only on traditional banners, keywords, or simple clicks.
For digital marketers, the HubSpot and Shopify integrations could reduce the amount of work required to add ChatGPT to an existing advertising strategy. Businesses may be able to manage campaigns, customer leads, ecommerce products, and performance data through systems they already use instead of switching between several platforms.
The development also shows how AI platforms are becoming a new part of the digital advertising market. As more consumers use AI tools to research products, compare options, and make buying decisions, advertisers are looking for ways to reach customers during those conversations. ChatGPT Ads gives businesses another channel to test alongside search advertising, social media ads, ecommerce campaigns, and other performance marketing strategies.