OpenAI has added a new capability to ChatGPT that allows the chatbot to surface verified AI representatives of companies. Branded as “Business Agents,” the feature is being rolled out in beta to qualifying e-commerce and online-service firms in the United States. It forms part of a broader suite of business-focused tools announced alongside the update.
When a business appears in a ChatGPT answer, users can click to start a separate conversation with that company’s Business Agent. The agent can describe product lines, answer detailed questions, and even compare two items side by side. Companies supply the agent with custom instructions and contextual data so that responses align with their branding and policies.
Each Business Agent chat is clearly marked and isolated from the user’s main ChatGPT thread, preventing confusion between generic AI answers and brand-specific guidance. To obtain the verified status, firms must claim their organization through OpenAI’s Business Hub, a portal that also delivers analytics such as how often the brand is mentioned in responses and which discovery topics drive the most visibility.
OpenAI has not disclosed the exact verification process, stating that it differs for each type of enterprise. Benji Shomair, the firm’s VP of monetization, said verification methods are tailored to individual businesses and therefore remain confidential. The Business Hub platform also supplies companies with data on how often their brand appears in ChatGPT replies. It also reports top discovery topics where the company surfaces, helping marketers refine their presence within the chatbot ecosystem.
The introduction of Business Agents aims to streamline online shopping assistance and reduce the need for users to leave the chat interface. By offering brand-verified information directly within ChatGPT, OpenAI hopes to increase conversion rates for participating retailers while providing consumers with faster, more reliable answers to product-related queries.