OpenAI’s new business agents give brands a free way into the conversation

P.S. it's still an ad. ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

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November 11, 2026 OpenAI is giving brands a free route into ChatGPT conversations through business agents, but keeping control of the data and recommendations. OpenAI has built two routes into the same conversation for brands, and only one of them costs money. One through ChatGPT’s organic recommendations, and the other via paid placements. Advertisement TOP STORY marketing on platforms OpenAI’s new business agents give brands a free way into the conversation it's also selling as an ad OpenAI is giving brands a free route into ChatGPT conversations through business agents, but keeping control of the data and recommendations. Other things to know Don't miss the Nov. 13 deadline to secure the lowest rate for the Future Leader Awards. Recognizing rising talent with 10 years of experience or less, the awards celebrate those making their mark on the industry. Join past honorees, including leaders from The New York Times, TRUFF and Starface. As CTV investment grows, advertisers are looking for more precise ways to reach viewers and understand the content environments surrounding their ads. But traditional audience and genre-based targeting can miss important nuances. Partner insights from Wurl. As campaigns span more systems, data sources, and supply paths, agencies need technology that connects those pieces and supports more flexible, efficient workflows. Partner insights from Nexxen. creator playbook How a sports betting creator drove 200 million short-form views of his podcast Zach “Mystic Zach” Hirsch has figured out how to maximize engagement around sports-betting content while staying brand safe. MEMBER EXCLUSIVE Future of TV Briefing: Inside creator Grace Wells’s 100-hour branded video production process This week’s Future of TV Briefing looks at creator Grace Wells’s full production process, from initial brief to final delivery. Partner Insights from ELEVENLABS Webinar: How marketers are using AI to scale one-on-one customer conversations From Digiday's sister brand Modern Retail: Marketers are under immense pressure to deliver personalized customer experiences on demand. On Nov. 12 at 2 p.m. ET, join this webinar for practical lessons marketers can apply as they look to scale one-on-one engagement. zero-click future Mars wants to future proof impulse buys as AI is poised to take over more grocery runs Mars readies for AI grocery agents by chasing LLM visibility and immersive stores as impulse buys shift. See what’s at stake. A MESSAGE FROM DIGIDAY AWARDS Only a few days remain to secure the lowest rate for the Digiday Video and TV Awards The Digiday Video and TV Awards recognize the companies, campaigns and technology modernizing streaming, video and TV. Showcase your innovative work across video advertising, creator-led content, streaming and more, and join past honorees including Chipotle, ESPN and Hulu. Enter this week by Nov. 13 to secure the early rate. Learn More retail media rewritten TikTok Shop launches a paid premium tier for 1M of its top U.S. shoppers TikTok Shop is offering the shopping service to more than 1 million people it has identified as its most loyal U.S. customers. Partner Insights from CMI Media Group How connected media planning improves cross-channel performance As media fragmentation makes it harder to coordinate audiences, creative and measurement, advertisers need a more interconnected approach to planning and activation.  marketing on platforms ChatGPT is about to show brands their mention count The AI platform is testing an analytics dashboard that counts how often a business shows up in ChatGPT’s answers. Partner Insights from XR Extreme Reach Why creators deserve a professional payment experience If creators are the new celebrities in advertising, they shouldn’t have to navigate multiple logins, forms or unclear payment processes. Platforms should allow creators to track projects, payments and income all in one place.  Advertisement ICYMI marketing on platforms OpenAI's next ChatGPT ad format: click to chat, not to site The new format lets brands turn an ad click into a conversation with an AI agent inside ChatGPT, rather than sending users to their websites. marketing on platforms OpenAI moves to make ChatGPT Ads more measurable — and more visual OpenAI is adding a new format, measurement tools and brand suitability testing as it looks to attract bigger budgets. Written by Jim Cooper and Sara Jerde More from Digiday Digiday+ Podcast Events Advertise Were you forwarded this email? Sign up to get it daily. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 Preferences · Unsubscribe · Privacy policy