entity (entity markup) reference/entity

What it is

ChatGPT marks things it recognises as entities with a content_reference of type entity: category, name, ID, for places coordinates and address. Measured 22 Aug 2026: entities for all local questions (K1-01 three, K1-02 seven shops), for person and company questions (K6) one each, for the image question K11-01 one (Allianz Arena). Together with the map type and the map_widget this forms the map view; the Mapbox requests in the HAR belong to it.

External evidence

• Josh Blyskal, Profound, 3 Nov 2025: entity update, Entity["brand", …] tagging.
• RESONEO (Olivier de Segonzac), February 2026: NER/entity linking, Google Places as provider.

For visibility

Where ChatGPT renders an entity, the object takes the place of the website. A running shop appears as a map with a name, not as a link to its site. For local businesses this means: the data ChatGPT holds about the place (name, address, opening hours, category) matters more than the website. Profound measured a 31 % drop in brand mentions after the entity update of 18 Oct 2025; we have not yet observed the markup itself.

External sources

blyskal-2025-11-03 · segonzac-2026-02-01

Change history

No event has touched this object yet.

Open

• Which categories exist besides local_business and people? Profound observes entity tagging for brands (Entity[brand, …]) since 18 Oct 2025. We have seen only local_business so far.
• Where does the place data come from — Google Places (Mapbox requests in the HAR), Foursquare (Natzir, May 2025)?

Related

url (inline reference) Widgets (genui, dil, map, nav_list) sources_footnote