ChatGPT will let you chat with AI agents that speak for a brand

ChatGPT is adding a way to chat with an AI agent that speaks for a specific brand. OpenAI calls them Business Agents. They are meant to help with things like comparing products before you buy. The feature starts in beta in the US, first for "eligible" e-commerce and online service businesses.

What changed

A Business Agent shows up when a company that built one appears in a ChatGPT answer. You can then ask what the business offers and ask follow-up questions, such as how two products differ. Businesses set the agent's instructions and give it background so it knows how to respond.

Chats with these agents are clearly labeled and kept separate from your main ChatGPT conversation, OpenAI says.

Verified, but still the brand's voice

To show an agent really represents the company, businesses can claim their organization and get verified through a tool called Business Hub. OpenAI is not sharing how verification works, because the methods differ by business. Business Hub also shows companies how often ChatGPT mentions them and which topics they come up in.

Keep in mind that the agent speaks for the brand. Treat its answers as the seller's side of the story.

What is not known yet

The material does not say what the feature costs, which businesses count as eligible, or when it will reach beyond the US. OpenAI calls this an early step and says it will explore more ways for businesses to connect with customers.