OpenAI is introducing a “business agent” feature in ChatGPT that lets users talk directly with official artificial intelligence (AI) agents representing companies. It will support users in checking needed information through conversations with companies, from product comparisons to exploring services.

OpenAI said on Nov. 11 local time the core of the feature is a company verification system. Companies can register their profiles in a newly created “Business Hub” and, after verification, directly manage company information and details related to products and services. When a specific company appears in a ChatGPT answer, users can tap the profile to check company information and key products and services. If a company offers a business agent, users can start a conversation and ask follow-up questions about differences between products or products and services that match their needs.

OpenAI explained that more people are using AI to explore products, compare options and make purchase decisions. It aims to develop ChatGPT into a platform that connects people and companies through AI, and to build a conversational environment that helps with accurate company information, useful insights and rational decision-making.

The initial rollout targets eligible e-commerce and online service companies in the United States. Those companies can manage their information in the Business Hub and reflect the latest details related to products and services. Existing OpenAI enterprise customers and advertisers can register their businesses through an OpenAI representative, and Shopify sellers can link their stores in the Business Hub or the Shopify admin screen to simplify verification.

Analytics tools will also be provided so companies can gauge user response. In the Business Hub, companies can check engagement indicators such as how often they are mentioned in ChatGPT and the number of website clicks. OpenAI said it does not share conversations between users and ChatGPT, or conversations with business agents, with companies to protect personal information. Related insights are provided only in aggregated form and can be viewed only when a certain level of conversation or interaction has accumulated.

Monetisation features have also been prepared. Companies can sponsor their business agents to gain more prominent exposure in ChatGPT’s advertising area. Sponsored content will be clearly marked as advertising and separated from ChatGPT’s general answers.

The feature is seen as an attempt to expand ChatGPT from a simple question-and-answer tool into a platform that supports company discovery and purchase decision-making. By combining product comparisons, discovery of new brands and direct conversations with companies in one interface, it moves to broaden the intersection of AI-based search and commerce.