🛒OpenAI Puts Verified Business Agents Inside ChatGPT Shopping Beta for US Retailers

Your product page may soon answer ChatGPT's questions

OpenAI just opened the door for brands to show up in ChatGPT as official representatives. Business Agents are verified, clearly labeled, and built to answer questions about a company's own offerings, including comparison shopping. The catch? Right now it's beta, and only eligible e-commerce and online service businesses in the US get in. If you build storefronts, booking flows, or support tooling, this is a new surface to plan for. Companies can write custom instructions and supply business context, so the agent speaks for them, not for a generic model. Chats with these agents are separate from main ChatGPT conversations, which means your analytics and handoff logic need to know the difference. Businesses claim their organization through Business Hub, go through verification, and then see metrics like how often they're mentioned in ChatGPT responses and which "discovery topics" surface them. That's the first real measurement layer brands have had inside ChatGPT. OpenAI says this is an early step, with more ways to connect customers directly or through agents still on the roadmap.