OpenAI Launches Businesses in ChatGPT: Companies Can Claim Their Profiles and Build Agents
OpenAI is launching Businesses in ChatGPT in beta: through Business Hub, companies can claim their profile, update their details and product catalogs, and track how often ChatGPT mentions them. Eligible US e-commerce and online service businesses can also launch a Business Agent, which can serve as a landing destination for ChatGPT ads.
Businesses now have an official front door inside ChatGPT. On Tuesday, November 10, OpenAI opened a beta for Businesses in ChatGPT: a dedicated space called Business Hub where companies can claim their profile, update their information, and measure how the AI assistant talks about them. Eligible online merchants in the United States can also build a Business Agent—a conversational agent that answers customer queries directly inside ChatGPT. The announcement was shared on OpenAI’s blog and on X at 7:06 PM Paris time.
A Business Profile, Just Like on Search Engines
The concept echoes local business listings on search engines. Inside Business Hub, a company claims its organization; once verified, it can update key details and upload product feeds featuring pricing and availability. OpenAI frames this as a way to ensure ChatGPT delivers “accurate and up-to-date” information when users compare products or services.
Access to the profile is broad: any eligible business located in a country where ChatGPT is available can claim its listing. Enterprise clients and advertisers can work directly through their OpenAI account team. Meanwhile, Shopify merchants can connect their store via Business Hub or the Shopify admin; their eligible products are already surfaced in ChatGPT through the Shopify Catalog.
Visibility Analytics Inside ChatGPT
Business Hub provides aggregated analytics: the number of mentions the business receives, clicks to its website, and “discovery themes”—the recurring topics in conversations where its site is cited. OpenAI specifies that it does not share user conversations or chats with Business Agents, and metrics are only displayed once conversation volumes cross certain privacy thresholds.
Business Agents, Starting in the United States
Once their profile is claimed, eligible businesses can design, test, and deploy a Business Agent. When a company appears in an answer, users can open its ChatGPT profile and, if an agent is active, start a conversation with it—to compare two products, for instance. According to OpenAI, this conversation is separated from the original thread, clearly labeled, and distinct from ChatGPT’s “independent” answers.
For now, Business Agents are restricted to eligible e-commerce and online service businesses in the United States. OpenAI plans to expand the feature to other markets and categories, though no timeline was provided.
The commercial angle is straightforward: companies can sponsor their Business Agent and use it as the destination for ChatGPT ads. These sponsored placements are, according to OpenAI, labeled and kept distinct from the assistant’s standard responses. The post does not disclose ad pricing.
Our take
With a reported 1.2 billion weekly active users, ChatGPT has turned into a discovery channel businesses can no longer afford to overlook, and OpenAI is finally handing them an official way to establish their presence, modeled after search engine business profiles. The mention and click analytics also offer an initial benchmark for tracking visibility inside AI responses, something brands have been trying to measure for months. Yet the setup primarily lays the groundwork for a commerce platform: product feeds, sales agents, and sponsored advertising are stacking up on top of one another. The commitment to keep ChatGPT’s native responses separate from brand-driven messaging will be the key dynamic to watch, especially since OpenAI does not explain how brand-submitted data influences organic responses. Outside the United States, only the business profile is currently accessible: agents have not yet been rolled out to European businesses.
Sources
- OpenAI — Introducing Businesses in ChatGPT (November 10, 2026) Primary source
- OpenAI (X) — Now in beta: Businesses in ChatGPT Primary source
A primary source comes directly from the company, lab or organization concerned. A secondary source reports the information without being its author: we flag it as such. Spotted an error? See our corrections policy.
