OpenAI has launched Businesses in ChatGPT in beta, a set of features that allows companies to manage information about themselves within the assistant, measure their visibility, and, for some, deploy dedicated conversational agents. With Business Hub and Business Agents, the publisher aims to make ChatGPT a new point of contact between brands and their customers.
OpenAI continues its transformation of ChatGPT into a platform for commercial discovery and interaction. On November 10, 2026, the company announced this launch aimed at organizations wanting to better control their presence within the assistant. According to OpenAI, ChatGPT now attracts 1.2 billion weekly users, a level of traffic that gives it a growing role in information searches, product comparisons, and supplier selection.
The initiative is based on two components: Business Hub, a space for managing professional information, and Business Agents, which allows certain companies to interact directly with users. The goal is to bring commercial data closer to the conversations where internet users make their decisions. These tools are free at launch, but OpenAI has not ruled out making them paid in the future.
Business Hub to Control Disseminated Information
With Business Hub, eligible companies can claim their professional profile in ChatGPT and have their identity verified. They can then modify certain information and submit product catalogs including, notably, prices and availability. This possibility addresses a challenge for brands: the circulation of incomplete or outdated information in artificial intelligence assistant responses.
Profile claiming is offered to eligible organizations in regions where ChatGPT is available. Merchants using Shopify benefit from a specific integration procedure, thanks to links established with Shopify Catalog. Business Hub also provides statistics on how users discover businesses: number of mentions, clicks to their website, and topics of conversations where their site is cited. OpenAI specifies that this data is aggregated and subject to thresholds designed to preserve user privacy.
Business Agents Opens a New Commercial Channel
Authorized companies can create, test, and deploy a conversational agent—a program capable of dialoguing in natural language—to answer customer questions about their products or services. When a company appears in ChatGPT, the user can access its profile and, if the feature is available, start a conversation with this agent. The agent can explain differences between several products or clarify certain commercial features. OpenAI states that this exchange is clearly identified as an interaction with the company, distinct from ChatGPT’s usual responses.
At launch, Business Agents is reserved for certain US companies in e-commerce and online services, with a gradual extension announced for other sectors and markets. OpenAI is also testing, with selected advertisers, the possibility of sponsoring these agents as part of its advertising offering, with specific identification of sponsored content.
Search Engine Optimization Enters a New Phase
For marketing managers, this launch confirms the emergence of new visibility indicators, beyond positions obtained in traditional search engines. Structured content, updated commercial information, and product data quality are gaining importance in conversational interfaces. IT teams, meanwhile, will need to ensure catalog consistency and the reliability of information transmitted to the platform.
However, Businesses in ChatGPT does not guarantee systematic recommendation of listed companies or an increase in their sales. OpenAI states that the use of advertising does not change the frequency with which ChatGPT recommends a company.
