ChatGPT launches verified business agents

OpenAI is adding verified Business Agents to ChatGPT, a feature that lets brands represent themselves inside conversations and assist users with tasks such as comparing products and services. The capability is initially available to eligible e-commerce and online service businesses in the United States as part of a wider set of business-focused ChatGPT tools. The move is notable because it shifts ChatGPT further toward being a discovery and transaction layer rather than simply an answer engine. Instead of returning a generic response and sending users elsewhere, ChatGPT could host a more structured interaction between a business and a potential customer. That creates opportunities for merchants to answer questions, highlight offerings, and guide shopping decisions within the chat experience. It also raises important questions about trust, ranking, and competition. Users will need to know when they are interacting with a verified business agent and how recommendations are influenced. Businesses will want clarity on how agents are ranked, what data is shared, and how transactions are handled. Regulators and consumer advocates may also examine whether conversational commerce creates new risks around disclosure, manipulation, or unequal access. For OpenAI, the feature could deepen engagement and open new revenue paths, but it must protect the user's trust in ChatGPT's neutrality. The initial U.S. rollout gives the company a controlled environment to test adoption and refine policies. If verified agents work well, they could become a significant channel for product discovery and customer service. If they feel intrusive or opaque, they could undermine confidence in the assistant. The launch therefore marks both a commercial expansion and a governance test for AI-mediated commerce.