OpenAI is now letting users build custom versions of ChatGPT to accomplish specific personal and professional tasks as the artificial intelligence startup works to beat back competition in an increasingly crowded market.

With the new option, users will be able to quickly create their own specialized versions of ChatGPT — simply called GPTs — that can help teach math to a child or explain the rules of a board game, the company said on Monday. No coding is required, the company said. OpenAI also plans to introduce a store later this month where users can find tailored GPTs from other users — and make money from their own — much as they might with apps in Apple Inc.’s App Store.