OpenAI launches the beta version of “Businesses in ChatGPT”, allowing enterprises to claim commercial homepage space, manage information, and track user interaction data. Core tools include “Business Hub” (information management and data analysis) and “Business Agents” (customer service interaction), with a functional design that closely aligns with Google's merchant ecosystem.
OpenAI is transforming ChatGPT into a new type of connection platform between businesses and consumers, directly challenging Google's dominant position in the field of commercial information retrieval.
On Tuesday, OpenAI announced the launch of the beta version of “Businesses in ChatGPT”, which allows enterprises to claim and manage their business profiles on ChatGPT, track user interaction data, and engage in direct conversations with potential customers through exclusive AI agents.
The product system launched this time includes two core tools: “Business Hub” for enterprise management information and data analysis viewing, as well as “Business Agents” which allows users to interact directly with the enterprise’s AI customer service.
The latter is currently only available to eligible e-commerce and online service companies within the United States. Companies can also place sponsored ads for their Business Agent on these pages, which will serve as the landing target for ChatGPT advertisements, with the sponsored content clearly labeled.
Functional design aligned with Google's business ecosystem
The core functions of Business Hub are highly similar to those of Google merchant profiles.
After completing the verification, enterprises can update their key information, upload product catalogs that include pricing and inventory details, and obtain aggregated analysis data such as mention counts, homepage views, website clicks, and popular discovery topics. This design has led to comparisons with Google Analytics tools from the outside world.
On the access path, OpenAI provides differentiated solutions for different types of enterprises:
- Existing OpenAI corporate customers and advertisers can operate through dedicated account managers;
- Shopify merchants can directly complete the store binding from the Business Hub or Shopify backend, and their eligible products have been integrated into ChatGPT through Shopify Catalog.
In terms of data privacy, OpenAI means that specific conversation content between users or Business Agent chat records will not be shared with companies. All analytical data is aggregated, and it can only be viewed once the level of interaction reaches a certain threshold.
AI Re-shaping Users' Purchase Decision Paths Through Agents
The launch of Business Agents represents a significant leap in the capabilities of ChatGPT in commercial scenarios.
When a certain company appears in the model's response, users can click to access that company's ChatGPT homepage and choose to engage in a conversation with them regarding specific issues such as product differences and feature compatibility for in-depth consultation.
This interaction mode is designed to fill the information gap that consumers face before making purchasing decisions. For example, when users are comparing two products, Business Agent can provide personalized feature comparisons and recommendations based on the company's own information.
OpenAI emphasizes that the Business Agent conversations will be clearly marked and strictly separated from the original conversation interface of ChatGPT, to distinguish them from the independent responses of ChatGPT.
Vice President Benji Shomair stated that enterprise verification will adopt various methods, which will differ depending on the market and the type of enterprise, but no specific details about the process were disclosed.
Strategic Shift After the Failure of Direct E-commerce Purchases
The launch of this business homepage feature represents an important strategic adjustment by OpenAI in the e-commerce sector.
Previously, the company attempted to turn ChatGPT into an e-commerce platform where purchases could be made directly, even introducing a shopping cart feature and adopting a commission-sharing model. It was once seen as an important asset for direct competition with Amazon. However, it is reported that the project failed to achieve the expected growth and was officially terminated in March of this year.
Compared to the previous direct transaction model, the new approach focuses on the distribution of business information and assists users in making decisions, which logically is closer to the commercial advertising model of search engines.
OpenAI indicates that there are plans to expand Businesses, in, ChatGPT and Business Agents to more markets and business categories in the future, as well as to develop dedicated tools for enterprises with more complex needs. Whether this approach will achieve better commercial results than the previous e-commerce attempt is still subject to market observation.
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