OpenAI tests dashboard for brands to track ChatGPT mentions

The new visibility dashboard

OpenAI is currently testing a new analytics dashboard that allows businesses to monitor their presence within the ChatGPT platform. As reported by Digiday, the tool is designed to count how often a specific company appears in the chatbot's responses. It also tracks the number of clicks those appearances generate for the company's website.

The feature was first spotted by e-commerce researcher Juozas Kaziukėnas, who noticed a banner inviting companies to "Claim your business in ChatGPT." Once a business completes this verification process, it can manage its information and ensure its products are accurately represented in AI-generated text.

The dashboard provides a visual representation of these metrics by plotting daily impressions and clicks on a chart. While it offers a direct look at performance, it is notably different from the comprehensive tools provided to search marketers by Google. For example, the dashboard does not reveal the specific prompts users are typing or provide any data on user identities.

How the business hub works

This dashboard is intended to live within a larger, unreleased platform called the Business Hub. By claiming a profile, a company gains access to a specialized business agent. This agent is designed to answer customer inquiries by using specific contact information and data supplied by the business owner.

To gain access to these tools, a company must provide proof of authority to show they officially represent the brand. According to Kaziukėnas, one method for establishing this connection is by linking a Shopify store to the platform. This allows the business to maintain a consistent digital identity across the AI interface.

The dashboard currently stops short of providing a competitive ranking against other brands. It focuses on first-party data regarding a single company's reach rather than a comparative leaderboard. This distinction means it offers a narrower scope of information than some third-party services currently on the market.

Competing with third-party tools

The arrival of OpenAI's official tool puts it in direct competition with existing generative engine optimization vendors. Companies like Profound and AdthenaHQ already sell services that help brands understand their visibility in ChatGPT. These vendors typically achieve their results by running prompts through the chatbot at a massive scale and analyzing the output.

While these outside vendors provide a broader look at prompts and competitor rankings, they do not have access to OpenAI's internal counts. Kaziukėnas expects the two types of tools to work in tandem rather than completely replacing one another. Outside tools will likely track the variety of prompts used, while OpenAI's data will show if specific optimization strategies are actually working.

The dashboard provides a way for brands to see the direct impact of their efforts on traffic. By seeing a daily number for visibility, marketers will have a clear target to improve. This creates a measurable environment for brands trying to navigate the shift from traditional search engines to generative AI.

The path to ad revenue

While the dashboard deals with organic answers rather than paid ads, it is expected to benefit OpenAI's advertising business. By establishing a daily visibility number for brands, OpenAI creates a clear path to sell sponsored placements. These ads would likely appear as a featured suggestion right next to the organic answer provided by the chatbot.

This strategy mirrors a playbook Google used years ago with Business Profile listings and Search Console. By showing business owners how they performed in organic search, Google made it easier for its sales teams to sell ads. OpenAI is following a similar logic by providing organic data to help them upsell their existing self-serve ads manager.

OpenAI has already seen significant growth in its advertising sector, reaching a $1 billion annualized run rate in under 200 days. With over 100,000 advertisers already running campaigns across 89 countries, the company needs to find new ways to sustain this momentum. A claimed listing gives OpenAI a direct line to businesses that have not yet purchased ads.

The future of AI marketing

The introduction of these tools marks a shift in how brands will measure success in an AI-driven world. Marketers are already moving toward more granular metrics, such as cost per lead and conversion rates, rather than simple follower counts. As ChatGPT becomes a primary source of information, these new visibility metrics will become a standard part of the marketing mix.

For businesses, the goal will be to ensure their information is accurate and frequently cited by the AI. The ability to deploy a custom agent means that brands can control the narrative of their customer service. This gives them a level of oversight that was previously difficult to achieve in a black-box generative system.

As OpenAI continues to refine the Business Hub, the line between organic information and paid placement may become thinner. Brands will likely invest more in generative engine optimization to ensure they appear in the top results. This evolution will define how companies reach consumers who are increasingly turning to AI for answers.