United Rentals takes AI equipment agent to ChatGPT

United Rentals has expanded its AI-enabled Equipment Agent to ChatGPT, extending the machinery rental company’s digital reach and reportedly making it the first equipment-rental application available in the ChatGPT store.

The tool helps customers compare and select equipment for projects using United Rentals’ fleet data, jobsite experience and questions from customers. Recommendations direct users to detailed product pages on the company’s website, where they can proceed towards a reservation.

United Rentals management reportedly said the agent improved users’ ability to find equipment suited to their needs by 70%. The source material does not disclose the measurement method or baseline. The tool has been tested by the company’s sales and equipment specialists.

The ChatGPT integration could give United Rentals access to customers beyond its existing digital channels, while generating additional data on user behaviour. However, the company will also be more dependent on the external platform’s terms, pricing and strategic decisions.

The source report also flags risks around inaccurate recommendations, misinterpreted jobsite requirements, customer reluctance to use automated services and potential competition from rival tools. No user numbers, revenue impact or evidence of sustained adoption were provided.

Reported analyst sentiment was bullish as of 4 September, with 14 of 16 analysts issuing Buy ratings and an average one-year price target of US$1,296.86. Hedge-fund holdings reportedly fell from 64 in the first quarter of 2026 to 59 in the second quarter, while short interest was slightly above 2%.