OpenAI on Tuesday, November 10, launched “Businesses in ChatGPT” in beta, a set of tools that lets companies claim and verify a profile in a new Business Hub and, for eligible US e-commerce and online service businesses, deploy a “Business Agent” that answers customer questions inside ChatGPT. The move turns the chatbot, which OpenAI says reaches 1.2 billion people a week, into a place where brands can speak for themselves through their own AI agent.
What OpenAI launched
There are two parts. The Business Hub is a dashboard where companies claim their organization, get verified and keep their information up to date, including product feeds with prices and availability, according to The Decoder. It also shows limited analytics: how often a business is mentioned in ChatGPT answers, the “discovery topics” where it appears, profile views and clicks to its website. Shopify merchants can connect their store directly.
The second part is the Business Agent. When a business that has built one appears in a ChatGPT answer, users can open a chat with that agent and ask about its products, including follow-up questions such as how two items differ. The business writes the agent’s instructions and supplies the context it should draw on. OpenAI says these chats are clearly labeled and kept separate from the user’s main conversation, and that user conversations are not shared with businesses.
OpenAI did not explain how verification works. Benji Shomair, its vice president of monetization, told reporters that there are multiple methods for different types of business in different markets, The Verge and TechCrunch report.
How it differs from a normal chatbot answer
Until now, when ChatGPT recommended a product it composed the answer itself from web results and its training data. A Business Agent changes who is speaking: the answer comes from an agent configured by the seller, with the seller’s own product data. For shoppers that can mean more accurate stock and price information, but it also means the agent has an interest in the sale. The labeling and the separate chat window are OpenAI’s way of making that shift visible.
The Decoder adds that Business Agents can serve as targets for ChatGPT ads, which ties the feature to OpenAI’s advertising business. That is the key point for anyone evaluating the product: the agent sits at the point where discovery, advertising and customer service meet.
How it compares with Google and OpenAI’s earlier attempt
Both TechCrunch and The Decoder compare the Business Hub with Google Business Profile, the free tool that controls how companies appear in Google Search and Maps. The analytics, with mentions and clicks, resemble a light version of what search engines give site owners.
It is also OpenAI’s second attempt at commerce. TechCrunch notes that OpenAI tried to make ChatGPT a shopping hub with in-chat checkout and a commission model, and retired that effort in March. This time the company is starting with information and conversation rather than transactions. It contrasts with the trend we reported of websites blocking third-party AI agents: instead of agents acting on a site without permission, the business brings its own agent to the platform.
What it means for small businesses
For a small online store, the practical first step is the free part: claim and verify the profile so that ChatGPT has accurate prices, stock and descriptions. A Business Agent is worth more for sellers whose customers ask many pre-sale questions, such as about sizes, compatibility or delivery. Its answers will only be as good as the instructions and data behind it, so a store should test it on its ten most common customer questions before relying on it. Our explainer on how AI agents work covers the basics of instructions, tools and context.
What to watch next
- When Business Agents expand beyond US e-commerce and online services, which OpenAI says is planned.
- Details of the verification process and how OpenAI handles impersonation attempts.
- How ads attached to Business Agents are labeled for users.
- Whether agents gain the ability to complete purchases or bookings, not just answer questions.
Key takeaways
- OpenAI launched Businesses in ChatGPT in beta on November 10, 2026.
- Companies can claim and verify profiles in a Business Hub and see mentions, views and clicks.
- Eligible US e-commerce and online service businesses can deploy Business Agents that answer customer questions in ChatGPT.
- Business Agent chats are labeled and separate, and OpenAI says user conversations are not shared with businesses.
- The feature follows OpenAI’s retired in-chat checkout effort and links to its ads business.
Frequently asked questions
What is a ChatGPT Business Agent?
It is an AI agent that a verified business configures to answer questions about its products and services inside ChatGPT. Users can open it when the business appears in a ChatGPT answer.
Who can create a Business Agent?
At launch, eligible e-commerce and online service businesses in the United States. The Business Hub, where companies claim and manage their profiles, is also in beta, and OpenAI plans to expand both to more markets and industries.
Do businesses see my ChatGPT conversations?
OpenAI says user conversations are not shared with businesses. Chats with a Business Agent happen in a separate, clearly labeled window.
