OpenAI Rolls Out Business Profiles, Making ChatGPT More Like Google

OpenAI is expanding ChatGPT’s role in business discovery with a new feature that allows companies to claim, manage and update their business profiles directly on the platform. Announced on November 10, 2026, the new Businesses experience introduces a Business Hub where verified companies can manage their information, add product feeds and monitor how users discover and interact with them through ChatGPT. The initiative brings ChatGPT closer to traditional business discovery platforms such as Google Search and Google Business Profile.

The launch also introduces Business Agents, allowing eligible companies to create specialised AI assistants that can answer customer questions and explain their products and services. OpenAI is initially making these agents available to eligible ecommerce and online service businesses in the United States. The broader strategy is to turn ChatGPT into a platform where consumers can discover businesses, compare offerings and interact directly with companies instead of relying exclusively on traditional search engines.

Key Takeaways

• New Business Hub: Companies can claim and manage their business profiles inside ChatGPT.
• Business verification: Eligible businesses must complete a verification process before managing their profiles.
• Product information: Businesses can add product feeds containing pricing and availability.
• Business analytics: Companies can monitor profile views, mentions and website clicks.
• AI Business Agents: Eligible companies can build specialised AI assistants to interact with potential customers.
• Initial availability: Business Agents are initially available to eligible ecommerce and online service businesses in the United States.
• Global opportunity: Eligible businesses in markets where ChatGPT is available can claim their profiles, subject to eligibility.
• Google competition: The initiative brings ChatGPT closer to Google Business Profile and other business discovery platforms.

What Is OpenAI’s New Business Hub?

Business Hub is a new platform that allows companies to establish and manage their presence inside ChatGPT.

Previously, businesses had limited direct control over how ChatGPT presented information about their products and services. The AI assistant could retrieve information from websites and other publicly available sources, but companies did not have a dedicated central dashboard to manage their business details and monitor engagement.

The new Business Hub changes that approach.

Businesses can claim their profiles, verify their identity and update important information about their organisations.

This includes:

• Business name and description.
• Products and services.
• Contact information.
• Website links.
• Product pricing.
• Product availability.
• Other relevant business details.

Companies can also submit self-service product feeds to help ChatGPT access more current information about their offerings.

The objective is to make business information more accurate and useful when people ask ChatGPT questions about companies, products and services.

How Business Profiles Work Inside ChatGPT

The new system allows businesses to manage how they appear when users search for products or explore services through ChatGPT.

For example, someone could ask ChatGPT to recommend a furniture retailer, compare different ecommerce brands or find a business offering a particular service.

When a business appears in a relevant response, users can click its profile to learn more about the company.

The profile can contain information supplied and managed by the business, alongside information from other sources.

This gives companies another way to communicate their offerings to potential customers.

Business Profile Features

Feature	What businesses can do
Profile claiming	Claim an eligible business listing
Verification	Confirm their relationship with the business
Information management	Update business details and descriptions
Product feeds	Submit product information, pricing and availability
Business insights	Monitor mentions, profile views and website clicks
Business Agents	Create specialised AI assistants for customer interactions

The system is currently in beta, meaning OpenAI may expand or change its capabilities as the product develops.

OpenAI Introduces Business Agents for Customer Conversations

One of the most important parts of the announcement is the introduction of Business Agents.

These are specialised AI assistants that companies can build, test and launch after claiming their business profiles.

They allow customers to have direct conversations with businesses through ChatGPT.

For example, imagine a customer comparing two smartphones.

The customer could ask ChatGPT to explain the differences between the devices. If one company has an active Business Agent, the user can open it and ask additional questions about the company’s products.

The Business Agent could explain product specifications, availability, pricing and other information provided by the business.

Other possible applications include:

• Answering questions about products.
• Explaining service offerings.
• Helping customers compare options.
• Providing information about availability.
• Guiding customers through purchasing decisions.
• Responding to common customer questions.

The important distinction is that Business Agents are clearly labelled and operate separately from ChatGPT’s independent responses.

This separation helps users understand when they are interacting with a company’s own AI assistant rather than receiving an independent answer from ChatGPT.

OpenAI says eligible businesses can also sponsor their Business Agents and use them as destinations for ChatGPT advertisements.

OpenAI Adds Business Analytics Similar to Google Analytics

Another major part of Business Hub is its analytics capability.

Companies will be able to understand how users interact with their business information inside ChatGPT.

The available aggregated insights include:

• Number of business mentions.
• Profile views.
• Website clicks.
• Discovery topics.
• Common themes in conversations where the business’s website is cited.

This gives businesses an opportunity to understand how their products and services are being discovered through AI conversations.

For example, an ecommerce company might discover that users frequently ask ChatGPT about affordable running shoes, but its website is not being cited in relevant recommendations.

That information could help the company identify opportunities to improve its product descriptions, website information and product feeds.

The feature resembles aspects of Google Business Profile and Google Analytics, although the available metrics and functionality are different.

Business Hub vs Google Business Profile

Feature	OpenAI Business Hub	Google Business Profile
Business information	Manage company details	Manage company details
Verification	Required for profile management	Required for ownership and management
Product information	Product feeds with pricing and availability	Product and shopping integrations vary
Customer discovery	ChatGPT conversations	Google Search and Maps
Engagement insights	Mentions, views and website clicks	Search, Maps and customer interactions
AI interaction	Business Agents	Google’s AI-powered search and business experiences
Main purpose	Discovery through conversational AI	Discovery through search and local listings

The biggest difference is the way customers discover businesses.

Google traditionally helps users find businesses through search queries and Maps listings.

ChatGPT allows users to describe their requirements in natural language and receive recommendations through a conversation.

Business Hub gives companies a way to participate in that discovery process.

Why OpenAI Wants Businesses Inside ChatGPT

The launch reflects a broader shift in how consumers are using artificial intelligence.

People increasingly use ChatGPT to research products, compare services, identify companies and make purchasing decisions.

For OpenAI, this creates an opportunity to build a commercial ecosystem around the conversations already happening on the platform.

Instead of simply recommending a company and directing users to its website, ChatGPT could eventually support more direct interactions between consumers and businesses.

The strategy has several potential advantages.

1. More Accurate Business Information

Business owners can update their information directly instead of relying entirely on information collected from third-party websites.

This could help reduce outdated pricing, incorrect descriptions and missing product details.

2. Better Product Discovery

Product feeds can give ChatGPT structured information about available products, prices and inventory.

This could make recommendations more relevant when consumers ask for specific products.

3. Direct Customer Interaction

Business Agents provide a way for companies to answer questions through AI conversations.

Customers may be able to understand product differences and service offerings without leaving ChatGPT immediately.

4. New Advertising Opportunities

OpenAI says businesses can sponsor their Business Agents and use them as destinations for ChatGPT Ads.

This creates another potential commercial channel for the company.

OpenAI’s Business Hub Is Not Just Another Ecommerce Marketplace

OpenAI previously experimented with making ChatGPT a more direct shopping destination.

The company introduced shopping and checkout-related features designed to let users discover products and complete purchases through the platform.

However, its earlier Instant Checkout initiative did not develop into the large-scale ecommerce experience initially envisioned. OpenAI retired that checkout effort in March 2026.

The new Businesses initiative takes a somewhat different approach.

Rather than relying entirely on ChatGPT to handle transactions, OpenAI is building tools that allow companies to manage their information and interact with customers directly.

This is a more distributed model.

Businesses provide their product information, manage their profiles and create their own AI agents. ChatGPT provides the discovery environment where consumers can find those companies.

It remains to be seen how far OpenAI will go towards supporting complete transactions directly inside ChatGPT.

Who Can Claim a Business Profile on ChatGPT?

OpenAI says eligible businesses located in markets where ChatGPT is available can claim their profiles through Business Hub.

The company has introduced a verification process to ensure that the person managing a profile owns the business or is authorised to represent it.

Different verification methods may apply depending on the business type and market.

There are also specific arrangements for existing OpenAI Enterprise customers, advertisers and Shopify merchants.

Shopify merchants can connect their stores through Business Hub or the Shopify administration interface to streamline verification.

OpenAI says eligible Shopify products are already integrated into ChatGPT through Shopify Catalog.

However, not every business category is automatically eligible for profile management or Business Agents.

OpenAI can reject applications where additional safeguards are needed.

Business Agents Initially Limited to US Ecommerce and Online Services

Although business profiles are being introduced more broadly, Business Agents have a narrower initial rollout.

OpenAI says they are initially available to eligible ecommerce and online service businesses in the United States.

This means companies outside the United States may be able to claim their business profiles where eligible, but that does not automatically give them access to Business Agents.

The company plans to expand the experience to additional markets and business categories over time.

This phased rollout allows OpenAI to develop the technology, evaluate business adoption and introduce safeguards before expanding access.

How OpenAI Plans to Protect Customer Privacy

The introduction of business analytics and Business Agents raises important questions about customer information.

OpenAI says businesses will not receive access to individual users’ private ChatGPT conversations.

Business Hub provides aggregated insights rather than allowing companies to read the conversations users have with ChatGPT.

The analytics are also subject to minimum interaction thresholds designed to protect privacy.

Business Agent conversations are separately labelled and distinct from the user’s original ChatGPT conversation.

This separation is important because customers should be able to distinguish between independent ChatGPT responses and information provided by a business’s own assistant.

OpenAI’s business policies also require companies to provide accurate information and manage only businesses they own or are authorised to represent.

Businesses remain responsible for the information they submit, including product descriptions, prices, availability and claims.

What the Launch Means for SEO and Digital Marketing

The new Business Hub could have important implications for search engine optimisation and digital marketing.

Businesses have traditionally focused on improving their visibility on Google through website optimisation, local SEO, backlinks, content marketing and paid search advertising.

AI-powered discovery introduces another channel.

Consumers may increasingly ask ChatGPT questions such as:

• Which companies offer affordable accounting software?
• What are the best furniture stores for a small apartment?
• Which brands sell durable running shoes?
• Find a reliable online service for managing business payroll.
• Compare three companies offering similar products.

The answers may include business profiles, website links and product information.

This creates a new opportunity for companies to improve their presence inside AI-driven discovery systems.

What Businesses Should Start Doing

Businesses preparing for AI-powered discovery should focus on several areas:

Maintain accurate information: Business names, contact details, descriptions and product information should be consistent.

Improve product data: Structured product feeds can help AI systems access current prices and availability.

Publish useful website content: Clear descriptions of products, services, pricing and policies make it easier for customers and discovery systems to understand a business.

Monitor AI visibility: Business Hub’s engagement insights could help companies understand when and why their websites are being discovered.

Build customer-focused AI agents: Businesses should consider whether conversational assistants can genuinely improve the customer experience.

However, claiming a profile does not guarantee that a company will appear in every relevant ChatGPT recommendation. OpenAI has not promised guaranteed rankings or preferential placement for verified businesses.

The Bigger Picture

OpenAI’s Business Hub represents an important development in the competition between traditional search engines and AI-powered discovery platforms. By allowing companies to claim profiles, submit product information, monitor engagement and launch specialised AI agents, OpenAI is building a commercial layer around ChatGPT’s growing role in consumer decision-making. The move makes the platform more similar to Google Business Profile while introducing a distinctly conversational way for customers to interact with businesses.

The larger opportunity is to become the starting point for discovering products and services online. Instead of searching through multiple websites, consumers could describe what they need, compare businesses and ask questions directly through AI agents. For companies, this creates a new digital marketing channel, but also raises the importance of accurate product information and AI visibility. Whether Business Hub becomes a major discovery platform will depend on consumer adoption, business participation and the quality of its recommendations.

Frequently Asked Questions

1. What is OpenAI Business Hub?

Business Hub is a new platform that allows eligible companies to claim and manage their business profiles inside ChatGPT, update information, submit product feeds and monitor aggregated engagement insights.

2. How can a business claim its ChatGPT profile?

Eligible businesses can use OpenAI’s Business Hub to claim their profile and complete the required verification process. The person claiming the profile must own the business or be authorised to represent it.

3. What are Business Agents in ChatGPT?

Business Agents are specialised AI assistants that companies can build and launch to answer customer questions and explain their products and services inside ChatGPT.

4. Is OpenAI Business Hub similar to Google Business Profile?

Yes, the two services share some features, including business profile management and verification. However, Business Hub focuses on discovery through ChatGPT conversations, while Google Business Profile is designed primarily for Google Search and Maps.

5. Can businesses see what users ask ChatGPT?

No. OpenAI says businesses receive aggregated engagement insights, such as mentions, views and website clicks. They do not receive users’ private ChatGPT conversations.

6. Can businesses upload product information to ChatGPT?

Yes. Eligible companies can submit self-service product feeds containing information such as product descriptions, pricing and availability.

7. Are Business Agents available in India?

The initial Business Agent rollout is limited to eligible ecommerce and online service businesses in the United States. OpenAI plans to expand access to more markets and business categories.

8. Can businesses advertise their AI agents on ChatGPT?

Yes. OpenAI says eligible companies can sponsor their Business Agents and use them as destinations for ChatGPT Ads.

Looking Ahead

OpenAI’s next challenge will be expanding Business Hub beyond its initial beta while attracting businesses across different industries and markets. The company will need to improve verification, product data integrations and analytics before the platform can become a reliable discovery channel for large numbers of businesses. Expanding Business Agents beyond eligible US ecommerce and online service companies will also be an important milestone.

For digital marketers, the development signals that AI-driven business discovery is becoming a more structured commercial channel. Companies may increasingly need to manage their presence not only on traditional search engines but also inside conversational AI platforms. OpenAI is positioning ChatGPT as a place where consumers can discover businesses and interact with them directly. If users adopt this behaviour at scale, Business Hub could become an important part of the next generation of online discovery and digital commerce.