OpenAI on Tuesday launched Businesses in ChatGPT in beta, the company said in a Nov. 10 post. Through Business Hub, companies can claim and verify a profile, update key details, add product feeds with pricing and availability, and see aggregated Insights. Eligible e-commerce and online-service businesses in the United States can also build a Business Agent, which OpenAI said can be sponsored as a destination for ChatGPT Ads. Reuters, in a report carried by Boursorama, described the same launch.
Any eligible business in a market where ChatGPT is available can claim a profile, OpenAI said. Existing OpenAI Enterprise customers and advertisers can work with their OpenAI representative, and Shopify merchants can connect a store from Business Hub or the Shopify admin.
OpenAI said Insights include mentions and website clicks, plus discovery topics, which it described as common themes in conversations that cite the business’s website. Reuters, citing the company, also listed views, as did a Nov. 10 Digiday report by Krystal Scanlon. An OpenAI spokesperson told Digiday that, for an online business, a mention counts when ChatGPT references the company’s website, not merely when the brand is named. OpenAI said Insights are aggregated and available only above certain thresholds, and that it does not share users’ conversations or Business Agent chats with businesses.
Eligible organizations can then build, test and launch a Business Agent to answer questions about their offerings, OpenAI said. When a business appears in a model response, people can open its ChatGPT profile and, if an agent is available, start a separately labeled conversation that OpenAI said is distinct from the original ChatGPT chat. Businesses can also sponsor the agent as a ChatGPT Ads destination, with those placements clearly labeled and kept separate from ChatGPT responses, the company said. OpenAI began testing sponsored agents as a paid ad format in September.
Benji Shomair, OpenAI’s vice president of monetization, told Digiday the Business Agent is the “organic experience” and the sponsored agent is the “paid experience,” but that “the agent that sits behind it should be the same.” He said it is built from the instructions and product feed a business supplies: “We aren’t allowing folks to bring their own agents.” Claiming a business “should not have an impact on how frequently it appears” in recommendations, he said, because the core product needs to “maintain objectivity.”
OpenAI’s Business Agents Policy, also dated Nov. 10, 2026, says an agent must be clear that it is AI representing the business and must not be instructed to invent offerings, prices, availability or results. OpenAI said it plans to expand the products to more markets and categories over time. Shomair declined to give Digiday a further rollout timeline.