OpenAI launches Business Hub to let companies manage ChatGPT profiles

A new hub for business discovery

OpenAI has announced the launch of a Business Hub, a new feature that allows eligible companies to claim and manage their profiles directly within the ChatGPT platform. This initiative brings the AI chatbot closer to the types of services traditionally offered by Google Search. By creating a dedicated space for verified information, OpenAI aims to help users discover products and compare services more effectively.

The Business Hub allows companies to verify their identities and maintain up-to-date details about their products, services, and pricing. Retailers can even provide specific product feeds to ensure that the information presented to users is accurate. This system functions similarly to Google’s Business Profile, which lets companies control how they appear in search results and on maps.

While the feature is currently in beta, OpenAI has not yet released the specific verification requirements for every type of business. Benji Shomair, the vice president of monetization at OpenAI, noted that the company uses different verification methods depending on a business's location and type. The goal is to provide a structured way for companies to manage their digital presence as AI becomes a primary tool for consumer research.

Analytics and visibility tracking

In addition to profile management, the Business Hub introduces a suite of analytics tools for companies to monitor their reach. These tools will provide data on how often a business appears in ChatGPT responses and how many users actually view the profile. Companies can also see the number of website clicks generated through the platform, offering a clear look at the traffic the AI is driving.

The analytics also include insights into common topics associated with the business during user conversations. This helps companies understand what types of questions customers are asking and what information they are seeking most frequently. These metrics resemble the business and website management services provided by Google, but with a focus on AI-driven interactions.

OpenAI has clarified that businesses will only receive aggregated insights rather than access to individual user conversations. To protect privacy and ensure data quality, the company will only display certain metrics once there is enough activity to meet specific reporting thresholds. This ensures that companies get a high-level view of their performance without compromising the privacy of the people using the chatbot.

Deploying specialized AI agents

One of the most interactive components of the new update is the introduction of Business Agents. These are specialized AI assistants that eligible companies can create to represent their brand and answer specific questions about their products. For example, a customer researching a specific item could interact with a company's agent to learn about features, available options, and other technical details.

Businesses have the ability to provide specific instructions and information to configure these agents to behave in a certain way. These interactions are designed to be distinct from the general capabilities of ChatGPT. The platform will clearly identify these exchanges as conversations with a business representative, keeping them separate from the AI's independent responses.

At this stage, Business Agents are initially available to eligible e-commerce and online service companies located in the United States. OpenAI has not yet announced a timeline for when these agents will become available to companies in other regions. This rollout allows the company to test how businesses use AI to handle customer inquiries at scale before expanding the tool globally.

A shift in strategy from commerce

The launch of the Business Hub marks a different strategic direction for OpenAI compared to its previous attempts at integrated commerce. The company had previously tried to turn ChatGPT into an online store where users could complete purchases directly within the interface. That initiative included a commission-based model intended to generate revenue from transactions, but it was discontinued in March 2026 after failing to gain enough traction.

The current Business Hub focuses on discovery, verified information, and analytics rather than facilitating direct purchases. By focusing on the research phase of the customer journey, OpenAI is positioning itself as a middleman for information. This approach seeks to capture the attention of users who are comparing services and making purchasing decisions before they ever reach a checkout page.

By providing a platform for business profiles, OpenAI is moving into direct competition with Google's long-standing business discovery services. As more people rely on AI assistants to research products, OpenAI is building the infrastructure to ensure that verified businesses can be found. However, the company noted that claiming a profile does not guarantee a business will receive better placement in ChatGPT's recommendations.

What comes next for AI search

The introduction of these features suggests that OpenAI is doubling down on the role of ChatGPT as a primary information gateway. As businesses adopt these tools, the landscape of how products are discovered online will likely shift toward AI-mediated interactions. Companies will need to manage their