OpenAI is letting companies claim their identity inside ChatGPT. The company launched “Businesses” in beta on Tuesday: through a self-service tool called Business Hub, companies can claim and verify a profile, update their details, add product feeds with pricing and availability, and see aggregated data on how users engage with them. Eligible U.S. e-commerce and online service businesses can also launch a free “Business Agent” that talks to customers inside ChatGPT.
November 10, 2026 — It is the clearest move yet to turn ChatGPT into a business discovery engine, closer to a search profile listing than a pure chatbot.
What businesses get in Business Hub
Once a business is verified, it can update key details and product information that feed into how it appears in ChatGPT answers. Someone searching for toy stores, for example, may see a business name linked to its profile — and, if the business has an agent, a “start chat” button to talk to it directly. Businesses can link out to their website so a customer can buy a recommended product.
The Hub also gives brands their first real data on how they show up in ChatGPT: how often the agent cites the business, how many people viewed its profile, how many clicked through to its website, and the topics it is appearing for. The limits matter: OpenAI is not disclosing product-level metrics, individual conversation data is not shared, and insights only appear once interactions pass certain thresholds, in aggregated form.
Business Agents: a store rep inside ChatGPT
Business Agents are available today for eligible e-commerce and online service businesses in the U.S., with expansion to other business types and geographies planned. Through an agent, a customer can hold a conversation with the business — separate from their main ChatGPT conversation — asking things like the difference between two options or which features fit their needs. Brands build agents by supplying product feeds and guidance on how the agent should behave.
Two distinctions are worth noting. Business Agents are free, and separate from sponsored agents, which are a paid product. And claiming a profile does not buy placement: businesses cannot control how often they are recommended in the core ChatGPT experience, which OpenAI’s VP of monetization Benji Shomair said maintains objectivity — though he added that richer profile information could help a business show up in “more of the right places.” Existing OpenAI Enterprise customers and advertisers can claim a profile through their OpenAI representative, and Shopify merchants can connect their store through Business Hub or Shopify.
Why it matters
For years, a cottage industry of “GEO” startups has sold brands estimates of how they appear inside ChatGPT and other answer engines. OpenAI just started giving that data away itself — and added the one thing no third party could offer: a verified profile and a customer-facing agent inside the product. For small e-commerce sellers, the practical move is cheap and obvious: claim the profile, keep the product feed accurate, and treat the agent like a store associate who never sleeps. For everyone else, this is another sign that AI search is becoming a storefront, and storefronts eventually get rented. Tested Intelligence’s take: claim yours while it is free.
Frequently asked questions
Is a Business Agent free?
Yes. Business Agents are free for eligible U.S. e-commerce and online service businesses. OpenAI sells a separate paid product, sponsored agents.
Can a business see what users asked ChatGPT about it?
No. OpenAI does not share users’ conversations or Business Agent chats with businesses. Insights are aggregated, appear only above minimum interaction thresholds, and exclude product-level metrics.
Does claiming a profile improve how often ChatGPT recommends a business?
OpenAI says businesses cannot control how often they are recommended. It says more complete profile information may help a business appear in more relevant places.
Sources: Reuters, AdWeek