OpenAI Launches Verified 'Business Agents' in ChatGPT Beta for US E-commerce
OpenAI announced the launch of verified 'Business Agents' in ChatGPT, allowing brands to deploy dedicated AI assistants for comparison shopping. The feature is currently in beta and available only to eligible US e-commerce and online service businesses, aiming to integrate commercial interactions deeply into conversational AI platforms.
On November 10, 2026, OpenAI announced the launch of a new feature called "Business Agents" in ChatGPT. These agents are created by verified brands to help users with tasks such as price comparison and product inquiries. As part of a suite of business-focused features being introduced in beta, the functionality is initially available only to eligible e-commerce and online service businesses in the United States.
Users can start chatting with a Business Agent if a brand that has created one appears in a ChatGPT response. During these conversations, users can ask about a business's offerings or request comparisons between different products. Brands can specify instructions and provide business context to ensure the agent responds according to their official stance. OpenAI states that chats with Business Agents will be clearly labeled and kept separate from the main ChatGPT conversation to enhance transparency.
To ensure users are interacting with an agent that genuinely represents a business, OpenAI introduced a feature called "Business Hub." Companies can claim their organization and get verified through this hub. Benji Shomair, VP of monetization at OpenAI, said in a press briefing that the company is not sharing specifics about verification methods because they vary by business type. Additionally, Business Hub provides companies with insights, such as mentions in ChatGPT responses and top "discovery topics" where their business appears.
"Today’s announcement is an early step in bringing businesses more deeply into ChatGPT," OpenAI said in a blog post. "We’re starting with the foundations: accurate business information, useful insights and conversations that help people make informed decisions." As the feature evolves, OpenAI plans to explore more ways for businesses to connect with customers, including directly or through agents both inside and outside ChatGPT. This move signals a shift in AI assistants from mere information retrieval tools to interactive platforms capable of direct commercial services.