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ChatGPT adds Business Hub and verified Business Agents in beta

OpenAI launched a set of business features in ChatGPT on November 10, 2026, in beta: Business Hub, where companies claim and verify their organization, keep their product information up to date and see how ChatGPT users find them, and Business Agents, verified AI agents that answer questions on a brand’s behalf inside ChatGPT. It matters for anyone who builds or runs a company’s web presence: ChatGPT now has its own version of the business profiles search engines have offered for years.

What’s new

Business Hub. Companies can claim their organization in ChatGPT and get it verified, then create a business profile and update what ChatGPT knows about their products and services. TechCrunch compares it to the business profiles Google already offers. OpenAI hasn’t said how verification works: Benji Shomair, OpenAI’s VP of monetization, told reporters there are different methods for different types of business in different markets.

Insights. Business Hub also shows a limited set of numbers about how people reach a business through ChatGPT. The reports name profile views, mentions of the business in ChatGPT responses, website clicks and the top “discovery topics” where the business comes up.

Business Agents. Eligible businesses can set up an agent that represents them in ChatGPT. According to The Verge, the agents are available first to eligible e-commerce and online service businesses in the US. A user can start a chat with one when a business that has an agent appears in a ChatGPT answer, then ask about its offerings and follow-up questions, such as how two of its products differ. The business writes the agent’s instructions and gives it context about the company. OpenAI says these chats are clearly labeled and kept separate from the user’s main ChatGPT conversation.

OpenAI calls the launch “an early step in bringing businesses more deeply into ChatGPT”, starting with accurate business information, insights and conversations that help people decide.

What it means for developers

  • No API in the announcement. Neither report mentions a developer API for Business Hub or Business Agents. Setting up a profile or an agent is described as something a business does in Business Hub, with instructions and context rather than code.
  • AI answers become a channel you can measure. Mentions in responses, discovery topics and website clicks from ChatGPT are numbers web and marketing teams have had little way to see so far. If you run a site for a business, the referral traffic you see from ChatGPT may soon have a counterpart in Business Hub’s insights.
  • Keep product facts consistent. A Business Agent answers from the context the business gives it, and the profile is meant to correct what ChatGPT says about a company. The details on your own site (prices, plans, availability) should match what you put there, so users and the model don’t get two versions.
  • Outside the US, wait. Business Agents start with eligible US e-commerce and online service businesses; OpenAI hasn’t given dates for other countries or business types.

How it compares

This is OpenAI’s second attempt to put businesses inside ChatGPT. TechCrunch notes that its earlier shopping effort, which let users buy products in ChatGPT and charged a commission, didn’t take off and was retired in March, checkout cart included. The new features are closer to search: verified profiles and analytics, as Google offers businesses, plus an agent the business controls. It landed the same day Adobe previewed a different kind of agent access, letting outside AI agents work in its desktop apps (Adobe’s MCP preview).

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