United Rentals Launches Equipment Agent in ChatGPT, Expands Digital Customer Experience

United Rentals is expanding its AI-powered Equipment Agent to be accessible in ChatGPT. This gives customers a faster, more intuitive way to identify equipment solutions for complex jobsites and time-sensitive projects. According to the press release, the launch marks the first equipment rental application available in the ChatGPT store — expanding how customers can access United Rentals’ expertise within the digital tools they already use every day.

Equipment Agent originally launched earlier this year as a first-of-its-kind AI-powered equipment recommendation solution for the equipment rental industry. United Rentals explained the solution uses a conversational experience to guide customers through key project requirements and quickly connect them to relevant equipment recommendations for the job.

“Leveraging AI can make expertise easier to access,” said Tony Leopold, senior vice president — chief technology and strategy officer, United Rentals. “By bringing the Equipment Agent into ChatGPT, we’re meeting customers in the platforms they already use to plan work, solve problems and make decisions. It’s part of our broader focus on creating digital experiences built around the speed, complexity and realities of modern jobsites.”

United Rentals noted Equipment Agent incorporates fleet knowledge, application expertise and operational insight from across its business. The company revealed that early usage data indicates customers are leveraging the tool for specification and rental-related queries. 

This latest announcement highlights United Rentals’ broader innovation strategy focused on reducing friction for customers, improving access to expertise and building digital experiences that help jobsites operate more safely, efficiently and productively.