OpenAI has launched Business Hub, a new service that allows companies to claim verified business profiles, manage product information, and track how users discover them through ChatGPT. Announced on November 10, 2026, the beta feature also introduces Business Agents, enabling eligible companies to interact directly with potential customers through specialized AI assistants.
According to OpenAI’s official announcement, the initiative is designed to help companies maintain accurate information as more consumers use AI to research products, compare services, and make purchasing decisions. The features introduce capabilities similar to Google Business Profile and website analytics platforms.
Business Hub Allows Companies to Manage Their ChatGPT Presence
Business Hub enables eligible companies to claim their business profiles and complete a verification process before updating their information. Verified businesses can manage important details and provide product feeds containing current pricing and availability.
The service is available in beta to eligible businesses located in markets where ChatGPT operates. Existing OpenAI Enterprise customers and advertisers can work with company representatives to claim their profiles, while Shopify merchants can connect their stores to simplify verification.
OpenAI vice president of monetization Benji Shomair said verification methods will vary depending on the business category and market. The company has not disclosed the complete requirements businesses must satisfy to receive verification.
Business Agents Enable Direct Customer Conversations
Eligible e-commerce and online service companies in the United States can also create Business Agents that answer questions about their products and services. These assistants allow customers to compare options, request additional information, and determine which offerings match their requirements.
When a business appears in a ChatGPT response, users can open its profile and start a conversation with its Business Agent, if available. The interaction is clearly identified as a business conversation and remains separate from ChatGPT’s independent responses.
Businesses can also sponsor their agents and use them as destinations for ChatGPT advertisements. OpenAI said sponsored placements will be clearly labeled and kept separate from regular chatbot responses.
New Analytics Show Business Mentions and Website Clicks
Business Hub includes analytics that help companies understand how users encounter their products and services within ChatGPT. Available metrics include business mentions, profile views, website clicks, and common topics associated with product discovery.
The insights provide aggregated information rather than exposing individual user conversations. OpenAI said businesses cannot access customers’ private ChatGPT discussions or Business Agent chats, and analytics are only displayed when sufficient activity meets privacy thresholds.
These capabilities could help businesses assess their visibility in AI-generated responses and identify information that needs updating. The approach resembles traditional web analytics but focuses on discovery and interactions occurring within an AI assistant.
OpenAI Expands Its Approach to Online Shopping
The launch follows OpenAI’s earlier attempt to introduce direct shopping and checkout functionality within ChatGPT, which the company discontinued in March 2026. The previous initiative included commission-based transactions and shopping cart features designed to support purchases without leaving the platform.
Business Hub takes a different approach by emphasizing verified information, customer interactions, and business analytics rather than direct transactions. OpenAI plans to expand Business Agents to additional markets and industries, although it has not announced a specific timeline.
Featured image credits: Wikimedia Commons
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