Context
OpenAI announced Sponsored Agents, an advertising format that lets a user start a clearly labeled conversation with a business-sponsored agent after clicking an ad in ChatGPT.
What changed
ChatGPT advertising expands from sponsored placement into interactive sponsored-agent conversations, alongside new advertising integrations and measurement workflows.
Why it matters
This creates a distinct paid conversational discovery surface inside ChatGPT that should be measured separately from organic AI citations, recommendations, and independent answers.
Visibility OS interpretation
Model Sponsored Agents as paid AI discoverability rather than organic AI visibility. The primary source explicitly separates sponsored-agent conversations from ChatGPT independent answers.
What remains uncertain
OpenAI has not disclosed ranking or auction mechanics, and the format is currently limited to selected advertisers in an alpha test.