Intercepting a person at the moment they are looking for a solution is one of the most important objectives of marketing. Ads on ChatGPT They open up an interesting perspective: bringing companies closer to potential customers as they explore a need, compare alternatives, and prepare to choose.
For those working in communications and for companies investing in advertising, this is an evolution worth watching carefully.
ChatGPT Ads: What's Changing:
2. Authenticity and spontaneity
On September 16, 2026, OpenAI announced new features for its advertising platform. These include AI tools for creating and managing campaigns, integrations with HubSpot and Shopify, and testing of Sponsored Agents.
The latter allow, after clicking on an ad, to start a conversation with a company-sponsored agent to learn more about products and services. The test currently involves selected advertisers in the United States; therefore, the announcement should not be interpreted as meaning that all features are generally available in Italy. Source: OpenAI
Why we talk about “warmer” customers”
In marketing, a “warm” contact is a person who shows a genuine interest and is closer to a purchasing decision.
Consider, for example, the difference between a generic curiosity about furniture and a specific request: "I'm looking for an extendable table for a small living room, with a budget of 800 euros.".
In the second case, a need, a constraint, and a willingness to spend emerge. It is precisely this richness of context that makes advertising within conversations interesting, from our perspective.
What benefits could companies and marketers have?
For a company, reaching people with pre-existing needs could lead to more relevant requests and more useful sales conversations.
For marketers, this scenario makes it even more important to focus on offering precision. Messages will need to answer concrete questions: Who is a service intended for? What problem does it solve? What elements make it suitable for a specific need?
The website must also do its part. A relevant ad risks losing its effectiveness if it leads to an unclear page, lacking useful information, or with a complicated contact path.
The value will be measured through cost per qualified lead, quote requests and sales, without stopping at the number of clicks.
A more useful experience for those seeking
The potential benefit also extends to people: finding proposals consistent with their needs could make it easier to evaluate a product or service.
Transparency remains essential. In OpenAI's published principles, ads are separate and recognizable from ChatGPT responses; furthermore, conversations are not shared with advertisers. Source: OpenAI Advertising Principles
Kontents' point of view
At Kontents, we see ChatGPT Ads as an opportunity to be evaluated with curiosity and method. Their potential will depend on the ability to connect a concrete need with a clear, credible, and relevant offer.
For companies, preparing now means improving the way they present services, products, and benefits. When a new channel becomes accessible, having a solid strategy allows them to test it with specific objectives.
Want to learn how to make your communications more effective and reach truly interested people? Contact Kontents and tell us about your company's goals.
