OpenAI has announced a new line of advertising products based on AI agents — autonomous programs that execute tasks without continuous human supervision. The most relevant one is called Sponsored Agents: a format that brings brands right into the conversations between users and AI assistants, in a contextual and personalized way.
The native integrations with HubSpot and Shopify are the game-changer for those running an e-commerce or a SaaS: no need to build custom connections from scratch, the system already talks to the tools you probably use. Anyone selling online or managing a structured CRM gets direct access to this ecosystem.
For Italian SMEs, the point isn't to adopt everything at once, but to figure out where these agents can cut out manual work — from campaign management to message personalization — and where the risk of losing control over the brand message outweighs the operational benefit.
What OpenAI announced and why it matters to advertisers today
OpenAI has introduced a series of advertising experiences built on AI agents. The core format is called Sponsored Agents : instead of a banner or a classic text ad, the brand enters the conversation a user is having with an AI assistant, right when that conversation becomes relevant to the product or service offered.
It's not retargeting. It's not keyword advertising. It's something closer to a digital shop assistant who understands the context of the request and suggests a brand solution at the right moment. All of this, according to OpenAI, with integrations ready to go for HubSpot (CRM and marketing automation platform) and Shopify (the main global e-commerce platform).
The full source is available directly on the OpenAI website: Reimagining advertising with AI .
Who gains the most from this change
The HubSpot and Shopify integrations aren't just technical details: they're the quickest way to figure out if this announcement applies to you.
- E-commerce on Shopify : the product catalog, order history, and personalization logic are already in the system. An AI agent can use them to suggest the right product in the right conversation, without anyone having to manually build every message variant.
- SaaS with HubSpot : those managing sales pipelines and nurturing on HubSpot can connect CRM data to Sponsored Agents logic, cutting down on manual work for segmentation and communication personalization.
- Brands with high volumes of assisted conversations : the more users use AI assistants to search or shop, the more relevant this format becomes compared to traditional channels.
On the other hand, anyone who doesn't have a structured CRM yet, doesn't use Shopify, or handles very complex products that require human consulting will find little immediate value. The typical mistake is thinking that just turning on the integration is enough: without clean data and a clear content strategy, the agent has no material to work with.
The parallel with AI agents already used in marketing
This ad doesn't arrive in isolation. In recent months we have seen the ecosystem of AI agents applied to marketing grow on multiple fronts. Those who have already explored how Google Data Manager uses AI agents for data audits and targeting it shares the same logic: automating repetitive tasks — data collection, segmentation, optimization — to free up time for strategic decisions.
The same goes for those who read how it works the OpenAI coding agent applied to research and martech : the direction is consistent. OpenAI is building an ecosystem where agents aren't isolated tools, but parts of a continuous workflow.
Anyone managing automations on WhatsApp Business will also find the comparison with the automated setup via MCP for AI agents : the logic of delegating tasks to an agent operating on a conversational channel is the same, the channel and context change.
What Sponsored Agents do not do — and the mistake to avoid
AI agents don't replace brand strategy. They amplify what's already there in the data and content you feed them. If your positioning is messy or your product catalog is disorganized, the agent will just replicate that chaos faster and on a larger scale.
Three concrete limits to keep in mind:
- Tone control : in a conversational format, the brand message adapts to the context of the chat. Brands with very rigid identities need to figure out how much room for adaptation they can live with.
- Transparency for users : the sponsored format inside an AI conversation is new for end users. Expectations and perceptions of this type of advertising are still forming.
- Ecosystem dependency : anyone not using HubSpot or Shopify will need to wait for future integrations or build custom connections, with costs and timeframes not specified by the source.
For those who want to dive deeper into how OpenAI is evolving its marketing capabilities, the comparison with GPT-6 Astra and implications for marketing in 2026 it offers a broader picture of where the platform is heading.
What to do in the coming days if you run campaigns or an e-commerce
There is no open public access yet to all announced products. The right time to act is now, but as preparation:
- Check the status of your HubSpot or Shopify integration : incomplete, duplicate or poorly segmented data will render any AI automation useless. Cleaning up your CRM today is a worthwhile investment regardless of OpenAI.
- Map out conversational touchpoints : where are your customers already asking questions to an AI assistant? Products, prices, comparisons, after-sales support? These are the most natural entry points for a format like Sponsored Agents.
- Stay tuned for program updates go straight to the dedicated OpenAI page and register your interest if available: beta programs tend to give priority access to those who act fast.
For those who want to follow the evolution of this ecosystem systematically, the section dedicated to automation and AI agents gathers all relevant updates for those managing marketing and digital operations in business.
SHM Studio closely follows these developments for clients managing e-commerce and SaaS campaigns: if you are evaluating how to integrate AI agents into your marketing stack, the dedicated AI services page is the starting point.
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