OpenAI announced a new beta feature that lets ChatGPT users converse with “Business Agents” – AI bots that represent a verified brand. The agents appear when a business that has set one up is mentioned in a ChatGPT answer. Users can ask the agent about product details, compare items, or get other service‑specific information. Each chat with an agent is clearly labeled and runs in a separate window from the main conversation, so you always know you’re speaking with a brand‑backed bot.
How businesses join the program
To participate, a company must be an “eligible” e‑commerce or online‑service business operating in the United States. The business creates a custom agent, supplies instructions and context, and then gets verified through OpenAI’s Business Hub. OpenAI did not disclose the exact verification steps, saying the process varies by business type. Once approved, the brand can claim its organization in the Hub, see how often it shows up in ChatGPT replies, and view top discovery topics where users mention it.
Why this matters now
The move is part of OpenAI’s broader push to embed commerce into ChatGPT. By giving brands a verified presence, OpenAI hopes to make AI‑driven shopping more reliable and to give businesses a new channel for customer outreach. The company says the early step is focused on “accurate business information, useful insights and conversations that help people make informed decisions.” Future plans may include more direct ways for brands to engage customers inside and beyond ChatGPT.
Why it matters
For shoppers, the agents could give quick, brand‑approved answers without leaving the chat, making product comparisons easier. For small online retailers, the hub offers a new way to reach customers directly inside a popular AI tool, potentially boosting visibility and sales. It remains unclear how many businesses will adopt the service or how accurate the agents’ answers will be compared with human support.
