What GPT-6 with Intelligent UI means for AI search

ChatGPT is gaining more visual, interactive answers. For brands, the opportunity is to make their information useful when buyers compare options, explore trade-offs and build a shortlist.

On 7 October 2026, OpenAI announced GPT-6 with Intelligent UI. The rollout began for ChatGPT Plus, Pro, Business and Enterprise, with Free and Go scheduled to follow from 8 October. Enterprise availability depends on workplace admin settings.

What changed

Intelligent UI lets ChatGPT choose how to present an answer, combining text with visuals and interactive elements. Comparisons can appear side by side, explanations can use diagrams, and users can ask for tools such as calculators within the conversation.

OpenAI also says GPT-6 improves decisions about when to search the web and how to find supporting information. The commercial effect for brands will need to be measured as the rollout develops.

What it means for brands

Our view is that interactive answers could bring more of a buyer's evaluation into ChatGPT. Someone could explore options, change a requirement and refine a shortlist before reaching a brand's website.

Consider a hypothetical furniture search: “Compare sofas for a small living room under £1,500.” The buyer then adds: “Only include options under two metres wide with washable covers.”

An interactive comparison could make those requirements easier to explore. For a retailer, the useful information would include dimensions, cover options, current prices and delivery terms. Those facts help a buyer assess suitability throughout the conversation.

For a specialist supplier, the equivalent questions might concern capabilities, accreditations, turnaround times or the industries it serves. The opportunity is to explain your offer clearly enough for someone to judge whether it fits their needs.

If more evaluation happens within an AI answer, website visits alone may miss part of that consideration. Brands should examine how they are described, which requirements they appear to meet and whether they remain in the shortlist as the buyer asks follow-up questions.

How brands can capitalise

Start with the buying decision

Use sales conversations and customer enquiries to identify the questions that shape a purchase. Include comparisons, budgets, suitability and objections. Test a realistic sequence of questions so you can see where your brand appears and where information is missing.

Publish the facts buyers need

Make product and service pages specific. Include the details that determine fit: specifications, pricing or pricing basis, availability, geographical coverage, inclusions and limitations.

Support claims with evidence a reader can check, such as documented case studies or relevant certifications. Keep information current and consistent across your website and other places your brand appears.

Check access to your pages

OpenAI's crawler guidance recommends allowing OAI-SearchBot in robots.txt and requests from its published IP ranges to support inclusion in ChatGPT search.

This setting is separate from GPTBot, which concerns model training. Your technical team should also check that important page content is available to crawlers and that security controls are not blocking legitimate search access.

Improve relevant third-party coverage

Review the publications, guides and review sites cited for your priority questions. Where a relevant source overlooks your business or describes it inaccurately, provide the publisher with useful evidence, expertise or a factual correction.

The publisher decides whether to include it. Our guide to appearing in the sources AI cites explains how we assess and pursue these opportunities.

Measure the experience buyers see

This release concerns ChatGPT's Chat experience. Check that experience alongside your existing monitoring.

Run consistent questions and follow-ups, recording the date, account tier, model where visible and whether web search was used. Capture any interactive response and its sources, then check whether your brand is included and described accurately.

Repeat the checks to look for patterns. Record model and interface changes so you can distinguish them from changes to your own content. Assess referrals and qualified enquiries alongside AI visibility measures to understand commercial progress.

FAQ

What is Intelligent UI in ChatGPT?

Intelligent UI lets ChatGPT present answers through text, visuals and interactive tools, choosing a format suited to the question.

When is GPT-6 with Intelligent UI available?

OpenAI announced the rollout to Plus, Pro, Business and Enterprise on 7 October 2026, with Free and Go scheduled to follow from 8 October. Enterprise access depends on workplace admin settings.

Will GPT-6 automatically improve my brand's AI visibility?

No. A model update alone does not guarantee a mention, citation or recommendation. Test the buyer questions relevant to your business to understand how your visibility changes.

What should brands prioritise?

Start with the information buyers need to assess your offer. Keep product and service facts accurate, check access for search crawlers, and address gaps in relevant third-party coverage.

How should brands measure the new ChatGPT experience?

Record brand mentions, cited sources, factual accuracy and changes to the shortlist across follow-up questions. Check interactive answers in ChatGPT alongside your tracking, then assess referrals and qualified enquiries separately.

Work with Tilio

Tilio helps brands understand where they appear in AI answers, how they are described, which competitors and sources appear alongside them, and what to improve across their content, technical foundations and off-site coverage.

If you want to strengthen your brand's presence in AI search, talk to Tilio about working together. We'll discuss your current position and the work that would best support your commercial priorities.