AI Search · New this week
ChatGPT got GPT-6. What changes when customers ask it for a recommendation.
The new model reached every ChatGPT plan on October 7, and its answers can now include buttons, forms and small tools. Here is what that means for a business that wants to be the answer.
By Jimmy Thomas, founder ·
1. What launched
OpenAI rolled out GPT-6 in ChatGPT on October 7. Paid plans (Plus, Pro, Business and Enterprise) got a version called GPT-6 Sol that day, and Free and Go users got GPT-6 Luna the next day. In other words, almost everyone who asks ChatGPT for a recommendation is now talking to the new model.
OpenAI says ChatGPT reaches 1.2 billion people a week. Some of them are your customers, asking it who to call.
2. Answers you can tap
The visible change is what OpenAI calls Intelligent UI. Instead of only paragraphs, an answer can include charts, tappable buttons, forms and small working tools such as a calculator. Simple questions can still get plain text.
For a local business, that makes the answer feel more like a mini comparison site. Someone asking for a plumber may get options laid out side by side, and the details that fill those layouts come from what ChatGPT can find about each business.
The answer is built from your website, your listings and your reviews. Gaps there become gaps in the answer.
Keep the real transaction on your side, too. A quote form or booking page on your own site goes straight into your follow-up system. Anything a customer sets up inside a chat window still needs a clear path to you.
3. Test what it says about you
The fastest audit is to ask. Use these questions in ChatGPT, then mark what came back. Your marks stay in this browser.
If you were left out or the details were wrong, the fixes are the same ones in our guide to showing up when customers ask AI: clear service pages, matching profiles and real reviews.
4. The tracking scare
A week after the launch, analysts noticed that links in ChatGPT answers had stopped carrying the utm_source=chatgpt.com tag, so visits from ChatGPT started showing up as “direct” traffic in analytics. Search Engine Roundtable reported it on October 14.
A day later, an Adobe analytics lead said OpenAI told him it was a bug and a fix was rolling out, and tagged clicks came back. OpenAI has not said anything publicly about it.
The lesson is bigger than one bug. Referral data from AI tools is fragile. If you only know where a lead came from because a link carried a tag, you will lose that the next time something changes. Ask “how did you hear about us?” on your form, and store the answer with the contact.
5. What to do this month
- Run the answer test above in ChatGPT, then in Google’s AI Mode and Copilot.
- Fix the wrong details first. An answer that names you with the wrong hours is worse than no answer.
- Make your service pages answer questions the way a person would ask them. See how to be one of the links in Google’s AI answers.
- Capture the source on every lead, so you know what AI is worth to you without relying on tags.
If you want to see how the whole path holds up, from being found to booked, take the Growth System Score.