OpenAI is launching verified business agents in ChatGPT, allowing companies to answer customers' questions through their own branded AI assistants.
The feature is starting as a trial for eligible online retailers and service businesses in the US.
When a company comes up in a ChatGPT answer, users will be able to open its agent to ask about products, compare options and follow up.
The agent runs in a separate chat window that is clearly labelled, so it is kept apart from the main conversation.
Businesses write the agent's instructions and supply the information it uses to answer.
Business Hub
Companies are verified through a new Business Hub, where they can claim their organisation.
The hub also shows how often a brand is mentioned in ChatGPT answers and the main topics that lead users to it.
Benji Shomair, OpenAI's vice president of monetisation, said the company was not revealing how verification works because it varies by type of business.
In a blog post, OpenAI called the launch an early step in bringing businesses further into ChatGPT.
Shopping push
The move extends OpenAI's push into online shopping.
It follows the launch of Instant Checkout, which let US users buy from Etsy sellers without leaving ChatGPT.
OpenAI said at the time that more than 1 million Shopify merchants, including Glossier, SKIMS and Spanx, would follow.
Eligible Shopify merchants can also connect their stores to Business Hub through Shopify's own tools.
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