OpenAI launches verified business agents in ChatGPT

OpenAI has introduced a new feature in ChatGPT that allows companies to create verified AI representatives. These Business Agents act as digital stand-ins for brands and can assist users with tasks such as comparison shopping. The tool is currently in beta and available first to eligible e-commerce and online service businesses in the United States.

Users interact with these agents when a specific business appears in a ChatGPT response. During the chat, customers can ask about product offerings and request comparisons between different items. Businesses define the agent's behavior by providing specific instructions and context about their operations.

OpenAI states that conversations with Business Agents are clearly labeled and kept separate from the user's main ChatGPT thread. To establish trust, companies can claim their organization through a new platform called Business Hub. This process verifies that the agent truly represents the brand. Benji Shomair, VP of monetization, told a press briefing that OpenAI is not detailing its verification methods yet because the process varies by business type.

The Business Hub also provides companies with data on their performance within the chat platform. Firms can view metrics such as mentions in ChatGPT responses and popular discovery topics where their brand appears. This insight helps businesses understand how customers are finding and interacting with their services.

In a blog post, OpenAI described the launch as an early step in integrating businesses more deeply into the platform. The company said it is starting with accurate business information and useful insights. It noted that future updates may allow for more direct connections between businesses and customers. The stated goal is to help people make informed decisions while giving companies new ways to participate in the ecosystem.