OpenAI Lets Brands Build Free Business Agents Inside ChatGPT

OpenAI is letting brands reach users in ChatGPT conversations through business agents at no cost, while the company also sells this access as an advertising product. Brands retain control over their data and the recommendations their agents make. The move positions ChatGPT as a new channel for brand-to-consumer conversations alongside paid placements.

Why it matters: Marketers need to weigh whether to build free ChatGPT business agents against paid ad options as AI assistants become a direct channel for customer discovery and recommendations.