OpenAI Lets Eligible U.S. Businesses Launch Verified Brand Agents in ChatGPT

OpenAI is allowing businesses to claim their own profiles in ChatGPT and is launching so-called verified business agents for U.S. e-commerce companies and online services. These agents represent brands within ChatGPT and help users compare products and get answers to questions about a company's offers.

According to available information, the feature is launching in beta and is available only to "eligible" businesses in the United States. The agent appears in a ChatGPT response when a given company's agent is relevant to the user's query. In this way, the brand gains a presence directly within the conversation with the assistant, not only in search results or on its own website.

Users will be able to ask follow-up questions about the products and services the company offers and compare offers within a single conversation. This concerns a shopping scenario in which ChatGPT acts as an intermediary between the consumer and the seller. For the user, this means that comparing options and clarifying characteristics can happen without visiting multiple websites, while for the company, its offer becomes visible at the moment a person formulates a query.

The innovation is part of a broader set of business-oriented features that OpenAI is developing in ChatGPT. The idea of profiles and agents is not limited to a single tool: it is tied to the overall goal of turning the assistant into a place where users can not only get information but also move on to choosing and buying. That is why the launch is drawing the attention of companies working in retail and online services.

At the same time, a number of details remain unclear. The full terms of use and the criteria for admission to the program are not confirmed in the available materials, nor is the extent to which companies can control their agents' behavior. Information about the launch is based on the headline and a brief excerpt, so more detailed parameters of the program, including the timeline for moving from beta to broad availability, remain unverified. Comments from OpenAI representatives or participating companies are also not provided, nor are figures describing the scale of the program.

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Caroline Mercer

World News Correspondent

Caroline Mercer covers public affairs, politics, business, culture and daily news for Core Memo. The role focuses on verification, context, and clear explanations for readers.

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