On November 10, 2026, OpenAI launched a beta version of ‘Businesses in ChatGPT’, a feature that allows eligible companies to claim their listing via the Business Hub, wherever ChatGPT is available. According to the company, ChatGPT is used weekly by 1.2 billion people, and this feature is designed to help brands reach them.
According to the announcement published on OpenAI’s website, everything goes through the Business Hub, a management space. Once verification is complete, the company can update its key information—though the list of available fields is not detailed—and add product feeds. Merchants can thus send their catalogs themselves, including prices and availability.
Any eligible company located in a country where ChatGPT is available can claim its listing. This a priori includes France, but the eligibility criteria are not specified. OpenAI Enterprise customers and existing advertisers can go directly through their OpenAI contact.
Mentions, Clicks, and Discovery Topics
The Business Hub provides aggregated statistics on interactions with a company within ChatGPT. This includes the number of mentions, i.e., how often the company appears in responses, the clicks to the website, as well as the discovery topics, which correspond to the recurring themes in conversations where the site is cited.
OpenAI emphasizes privacy: user conversations are not shared with companies, nor are exchanges with Business Agents. Data is only displayed when the number of conversations or interactions exceeds certain thresholds, the values of which are not disclosed. Therefore, a small brand rarely mentioned may see little to no data, at least initially.
Business Agents Limited to the United States
Once its listing is claimed, an eligible company can create, test, and then publish a Business Agent, a conversational agent that answers user questions based on product information and the brand’s commercial policies, according to guidelines it defines itself. The journey described by OpenAI begins when a company appears in a ChatGPT response. The user clicks to view its listing, and then, if an agent is available, can open a conversation with it, for example to compare two products.
This conversation is clearly labeled, separate from the original ChatGPT conversation and distinct from the assistant’s ‘independent responses’. For now, Business Agents are only available for eligible e-commerce and online services companies in the United States.
Shopify merchants can connect their store from the Business Hub or from their admin interface, and product information, prices, and availability are then automatically shared via the Shopify catalog. However, a Shopify store is not required to claim a listing. Companies can also sponsor their Business Agent and use it as a landing page for their ChatGPT Ads campaigns, which are clearly marked placements separate from ChatGPT responses.
This launch is part of a series of commercial initiatives by OpenAI, including direct purchasing in ChatGPT (Instant Checkout), launched in fall 2025 with the Agentic Commerce Protocol and then abandoned in early 2026. The comparison with Google Business Profile, Google’s business listing, is an analysis from the site Abondance, as OpenAI itself does not make the comparison. OpenAI presents this announcement as ‘a first step’ and plans to expand Businesses in ChatGPT and Business Agents to other markets and business categories, with no specific timeline given.
