United Rentals Launches First Equipment Focused AI Agent in ChatGPT Store
The agent incorporates fleet knowledge, application expertise and operational insight from across United Rentals’ business.
United Rentals announced the launch of its pioneer equipment-focused AI Agent in the ChatGPT store on May 20. The AI tool focuses to enhance client experience by connecting the customers to the right set of equipment in the ChatGPT store for complex projects, and present insightful expertise related to equipment, machinery and speciality worksite solutions.
“Leveraging AI can make expertise easier to access. 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,” said Tony Leopold, Senior Vice President, Chief Technology and Strategy Officer at United Rentals.
Improving Customer Navigation
The world’s largest equipment rental company, United Rentals, provides equipment, expertise, and digital innovation to a series of industries including construction, industrial, utilities, infrastructure and emergency response projects with an integrated network of 1,658 rental locations in North America, 44 in Europe, 46 in Australia, and 19 in New Zealand.
The AI Equipment Agent was originally launched on March 12, featuring deliveries of customised equipment recommendations as the customers interact with it through simple conversations. With the recent launch, the AI Assistant in the ChatGPT Store can help the customers navigate the right tools delivered by United Rentals for their special project needs.
According to the company, the agent incorporates fleet knowledge, application expertise and operational insight from across United Rentals’ business. Early usage data indicates customers are leveraging the tool for specification and rental-related queries, the company said.
Focus on Reducing Customer Friction
United Rentals has been the first in its industry to welcome AI and Enterprise integration, as early as December 2025, when it first released its Manual Assist AI, crafted in collaboration with Amazon Web Services (AWS) as a web-based application providing mechanics and technicians with instant and valuable AI-powered expertise on sight. Since then, it has been upscaling AI-powered digital innovation and solutions for its customers.
According to the company, the expansion reflects 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.
Key Takeaways
- United Rentals launches first AI Equipment Agent in ChatGPT store to enhance customer experience.
- AI tool connects users with tailored equipment recommendations for complex projects.
- Launch aims to improve client navigation across various industries through digital innovation.
- Agent leverages extensive fleet knowledge and operational insights from United Rentals.
- United Rentals maintains a vast network of rental locations across North America, Europe, and Australia.