OpenAI announced in November 2026 that ChatGPT will allow users to chat with verified “Business Agents” — brand-specific AI agents designed to help with tasks like comparison shopping and product inquiries.
The feature launches in beta and is initially available to eligible e-commerce and online service businesses in the United States. Users can access a Business Agent when a participating company appears in a ChatGPT response. From there, they can ask about the business’s offerings, compare products, and pose follow-up questions. Businesses can configure their agent’s instructions and supply context to shape how it responds.
OpenAI says chats with Business Agents will be clearly labeled and kept separate from a user’s main ChatGPT conversation. To establish that an agent genuinely represents a company, businesses can claim and verify their organization through a new feature called Business Hub. OpenAI’s VP of monetization, Benji Shomair, noted in a press briefing that the company is not disclosing specifics about its verification methods, as different approaches apply to different businesses. Business Hub will also give companies access to insights including mentions in ChatGPT responses and the top topics through which their business is being discovered.
The Business Agents feature is part of a broader suite of business-focused tools being rolled out in beta. In a blog post, OpenAI described the announcement as “an early step in bringing businesses more deeply into ChatGPT,” adding that the company plans to “explore more ways for businesses to connect with customers — directly or through agents and in ChatGPT and beyond.”
For users, the addition of labeled, brand-verified agents could provide a clearer way to distinguish official business information from general AI-generated responses when making purchasing or service decisions.
Source: The Verge