According to Greg Brockman (@gdb), conversation branching is now live in ChatGPT, enabling users to create and explore multiple conversation threads from a single prompt. This new feature allows users and businesses to manage divergent discussion paths more efficiently, improving workflow and content management within AI-powered customer service, education, and content creation platforms (source: Greg Brockman, Twitter, Sep 5, 2025). The rollout of conversation branching addresses a key user need for tracking and revisiting different dialogue scenarios, paving the way for more advanced multi-turn interactions and unlocking new business opportunities for companies leveraging ChatGPT in their operations.