A change of speaker changes the experience
In Businesses in ChatGPT, a person can move from ChatGPT's answer to a business profile and then choose a conversation with that business's agent. OpenAI describes the agent conversation as separately labeled and distinct from ChatGPT's independent answers. For a designer, that transition deserves the same attention as a checkout boundary or a switch to a third-party service.
Test comprehension, not just label visibility
Showing a brand name is a design input. Understanding who is answering is the outcome. Give participants a task such as comparing two products, then ask whose perspective the next answer represents. Do they think the business wrote the original comparison? Do they recognize when a placement is sponsored? Ask these questions after observing the journey so the test does not teach the answer in advance.
Design your content for the missing context
A separate conversation can feel continuous even when the customer should not assume everything carries across. Write a short opening that explains the business's role and invites the customer to state the requirement that matters. Avoid implying the agent already knows private details from an earlier conversation. Request only the information needed to answer the current product question.
Use a four-part review
Identity: can the person name the business they are talking to? Scope: can they explain what help is available? Evidence: can they check important product or policy details? Exit: can they reach the right website page or return to their comparison? Review each part with a realistic task, keyboard navigation, readable text, and a small screen.
Make the website transition explicit
The current agent experience explains offerings and links to the website for transactions. A button should therefore describe the destination: “View this package” or “Choose your size” can communicate more than “Continue.” Carry the product or service context into the landing page. Show the next commitment before asking for information or payment.
A useful critique artifact
Create a single page with the customer task, the transition being reviewed, observed misunderstandings, and one proposed change. Separate what participants actually did from your interpretation. Retest whether the change improves understanding. A polished conversational interface is successful when people can make an informed decision about whose advice they are receiving.
Your next step
Use the UX Decision Checklist.
Sources
Reviewed November 11, 2026. The practical exercises and recommendations above are our analysis.
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