When a business that has created an agent appears in a ChatGPT answer, the user can open a chat with it, ask about its products and services and request comparisons, for example between two products. The business sets the agent's instructions and gives it background information. According to OpenAI, chats with business agents are clearly labeled and kept separate from the main ChatGPT conversation.
So users know an agent really represents the business, companies can claim their profile and get verified through Business Hub. OpenAI did not detail its verification methods, saying they vary by business. The Hub also shows businesses data such as how often they are mentioned in ChatGPT answers and the topics in which they come up.
OpenAI describes the launch as "an early step" in bringing businesses into ChatGPT and says it will later explore more ways to connect businesses with customers, directly or through agents. It is not yet known when the tools will expand beyond the US and the current types of businesses.