On October 7, OpenAI began the global rollout of GPT-6 with Intelligent UI, a feature that lets ChatGPT create interactive charts, forms, diagrams, and simple tools directly within a conversation. Access is expanding gradually, starting with paid plans and extending to Free and Go from October 8. For businesses, the change matters because users can now complete some comparisons and calculations inside an AI response, without visiting a website.
Intelligent UI allows the model to choose how it presents information. A question can lead to a written answer, a product comparison, an interactive diagram, or a calculator with adjustable inputs.
OpenAI demonstrates a bill splitter, a savings calculator, and a meal plan that updates ingredient quantities when the number of guests changes. Users describe what they need, and ChatGPT builds an interface around the task.
The interface can appear progressively as the response is generated. OpenAI uses a library of native components and a compiler that processes the interface while the model works. The company says it is still improving the model’s design judgment and expanding the experiences it can create.
Not every answer will be interactive. The model is expected to select the format that best supports the task. A straightforward question may still receive a short text response.
The rollout began with Plus, Pro, Business, and Enterprise plans. From October 8, OpenAI is extending access to Free and Go. A global rollout does not mean that every account receives the feature simultaneously. Enterprise access also depends on administrator settings.
In Chat, paid plans use GPT-6 Sol, while Free and Go use GPT-6 Luna. Both versions have been tuned for everyday conversation.
This release does not change the models powering ChatGPT Work or Codex. Earlier access to the GPT-6 family in those environments should therefore be distinguished from the new Intelligent UI rollout in Chat.
OpenAI is also changing how ChatGPT presents responses that require longer analysis. GPT-6 can begin answering while it continues reasoning and searching for information. Additional sections appear as the model makes progress.
According to OpenAI’s evaluations, GPT-6 Instant starts answering questions that require web search 44% sooner, on average, than GPT-5.6 Instant.
The figure describes the time until the first part of an answer appears. It does not mean that the entire task finishes 44% faster or that every question receives the same improvement. The announcement does not include the full measurement methodology, so the result should be presented as a vendor benchmark.
The most relevant development for marketers is the potential to move more of the decision process into ChatGPT. Users can receive a comparison, adjust their preferences, and explore the result without opening several websites.
In e-commerce, this could mean comparing products by price, intended use, and specifications. For service businesses, it could involve comparing subscription plans. Someone planning a renovation might use a cost calculator that adjusts to the size of a room.
These are possible applications, rather than confirmed implementations by specific brands. They illustrate why the release goes beyond a visual update.
Businesses have often attracted visits by offering comparison tables, basic calculators, or step-by-step instructions. If ChatGPT creates a similar experience within a conversation, some users may complete that stage without clicking through to a website.
OpenAI has not published data showing how Intelligent UI affects clicks to sources. A decline in referral traffic remains a possibility to monitor. Another outcome is also plausible: users may arrive at a store better informed and closer to making a purchase.
From Delante’s perspective, businesses should monitor both their presence in AI responses and the accuracy of the information used in comparisons and tools.
Interactive formats may make clearly structured information more useful: specifications, units, product variants, prices, dates, and offer conditions. A clear layout alone does not guarantee that ChatGPT will use the content. Source credibility, information accessibility, and freshness also matter.
For online stores, maintaining consistency across product pages, feeds, and structured data remains a practical priority. A discrepancy between a price in a description and the current offer can make it harder to represent a product accurately.
Service businesses should review the information customers need to compare their options: service scope, pricing criteria, delivery timelines, limitations, and terms. These details help people make decisions.
The release also gives businesses a reason to strengthen their existing calculators and comparison tools. Original data, more detailed methodology, current information, saved results, or access to an expert can give a website additional value.
When users encounter a brand in a comparison generated by ChatGPT, it can influence their decision without producing a visit recorded in GA4. Session data only captures the part of the journey that results in a click.
Alongside traffic and conversions, businesses should therefore monitor:
This provides a broader view of AISO performance. Brand visibility should still be assessed alongside leads, sales, and other business outcomes.
The coming months will show how frequently users engage with interactive responses and whether these experiences change referral traffic to external websites. Businesses should start by checking how ChatGPT presents their offers and whether the information it uses is accurate and current.
Intelligent UI adds another reason to invest in content grounded in original expertise and data. That information can provide value on a company’s website and within the experience AI creates for a potential customer.
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