The launch comes as OpenAI looks to build on ChatGPT's reach of 1.2 billion weekly users. Rather than relying exclusively on information gathered from existing online sources, the company is creating a way for businesses to supply and maintain their own details within the platform.
The approach resembles established business listing services offered by Google and other search providers, where companies can verify their identities and maintain information that appears when customers search for them.
Any eligible business operating in a region where ChatGPT is available can claim its profile through Business Hub. OpenAI Enterprise customers and advertisers can complete the process with assistance from their company representative, while Shopify merchants can connect their stores through Business Hub or Shopify's administration interface.
Eligible Shopify products are already available within ChatGPT through Shopify Catalog, providing an existing connection between merchants' product information and OpenAI's consumer-facing platform.
Beyond managing business listings, OpenAI is introducing analytics that show companies how people encounter their brands within ChatGPT.
Business Hub provides aggregated engagement data, including business mentions, profile views and website clicks. Companies can also examine discovery topics, which identify recurring subjects in conversations where their websites are referenced.
These insights could help businesses understand which products or services attract attention and where their existing information may need improvement. Unlike conventional website analytics, the reporting focuses on how a company appears within AI-assisted research and purchasing decisions.
OpenAI says the system includes privacy protections intended to prevent businesses from accessing individual customer conversations. Neither regular ChatGPT exchanges nor conversations with Business Agents are shared with companies.
Instead, engagement information is presented in aggregate and becomes available only when activity reaches specified thresholds. OpenAI has not disclosed the exact thresholds required for reporting.
The second major component of the announcement is Business Agents, which allow qualifying companies to offer interactive AI assistants through their ChatGPT profiles.
After verifying their business, eligible organizations can configure, test and publish an agent capable of answering questions about their products and services. The feature is initially available to qualifying ecommerce and online service businesses in the United States.
When ChatGPT references a company in a response, users can open its business profile to view additional information. If the company has enabled a Business Agent, they can start a separate conversation to ask more detailed questions about its offerings.
For example, someone comparing two products could ask an agent to explain their differences or identify features relevant to a particular need. The agent uses information provided by the business to support those interactions.
OpenAI is distinguishing these conversations from ChatGPT's independent responses. Business Agent chats are explicitly identified as interactions with a business and take place separately from the user's original conversation.
Companies can also pay to promote their Business Agents and direct users to them through ChatGPT advertisements. OpenAI says sponsored placements are labeled and kept separate from ordinary chatbot responses.
The addition of advertising gives businesses another way to reach users who are already researching relevant products or services, while connecting those promotions to a dedicated conversational experience.
The new strategy follows OpenAI's earlier attempt to turn ChatGPT into a direct shopping destination. That initiative included a checkout cart and a commission-based purchasing system intended to let consumers complete transactions through the chatbot.
The effort did not gain the traction OpenAI had anticipated, and the company discontinued it in March.
Business Hub represents a different approach. Rather than focusing primarily on processing purchases, OpenAI is building tools around product discovery, business information and customer interactions.
The change also brings ChatGPT closer to functions traditionally associated with Google's search ecosystem. Verified company profiles, engagement reporting and direct customer connections have long been part of how businesses manage their visibility online.
OpenAI's version adds conversational agents that can respond to questions using company-specific information, potentially allowing customers to move from general research into a more focused discussion without leaving ChatGPT.
The company has not provided detailed information about its business verification requirements. Benji Shomair, OpenAI's vice president of monetization, told reporters that verification procedures vary depending on the organization and its location.
OpenAI also plans to extend Business Agents into additional markets and business categories, while developing more advanced tools for organizations with complex requirements. No specific expansion schedule was announced.
For now, Business Hub is available in beta, while Business Agents are limited to eligible U.S. ecommerce and online service companies.
The initiative gives OpenAI another opportunity to establish ChatGPT as a destination for commercial research after its earlier checkout-focused strategy failed to gain momentum. Its success will depend in part on whether businesses find value in maintaining their profiles and whether users choose to engage with company-operated agents while researching purchases.
This analysis is based on reporting from OpenAI & TechCrunch.
Image courtesy of OpenAI.
This article was generated with AI assistance and reviewed for accuracy and quality.
