ChatGPT launches branded commercial agent feature

OpenAI launched a beta of business agents in ChatGPT that let users converse with brand representatives to learn about products and compare items, starting with eligible U.S. e-commerce and online-service companies. When a company with an agent appears in a ChatGPT answer, users can enter a separate, clearly labeled conversation with that agent and keep asking questions. Businesses configure the agent’s instructions and supply business context, and they can claim and verify their organization through Business Hub to see how they are mentioned in ChatGPT answers and which themes surface. The move pushes ChatGPT deeper into product discovery and comparison, positioning brand-controlled agents alongside OpenAI’s existing shopping features. What to watch next is how quickly merchants adopt agents, how often ChatGPT surfaces them in answers, and whether the labeled brand conversations shift referral traffic and conversions.