Many people now ask ChatGPT before buying: which device is better, which store is cheaper, which service suits them. On 10 November 2026, OpenAI announced Businesses in ChatGPT, a pilot that brings businesses themselves into these conversations. Not tried yet. When a business appears in a ChatGPT answer, you can now open its profile and start a conversation with its agent, if one is available.
What it is
Three parts:
- Business profile: A business claims its ChatGPT profile through Business Hub. After verification, it can update its information and add a product catalogue with prices and availability.
- Metrics: Business Hub shows how often ChatGPT mentions the business, how many clicks reach its website, and the topics where its website appears as a source. OpenAI says it doesn’t share users’ conversations with businesses, and that metrics are aggregated and only appear after enough conversations.
- Business Agent: After claiming its profile, an eligible business can build, check and launch its own agent. OpenAI reviews the business category and intended use; verifying the business alone isn’t enough. When the business appears in an answer, you can open its profile and start a conversation with the agent, for example to ask about the difference between two products.
The agent conversation is separate from your ChatGPT conversation and clearly labelled. Businesses can also pay to promote their agents, and those placements carry an ad label.
Why it’s worth a look
If your business is eligible, you can claim its profile, correct its information yourself after verification, and see aggregated metrics on its appearances in ChatGPT once there are enough conversations.
As a shopper, you now have two sources of answers: ChatGPT itself, and an agent speaking for the business and showing its products. Check the label before trusting the answer.
How to start
As a business owner, first ask ChatGPT about your business the way a customer would:
I'm looking for [type of service or product] in [city]. What options do you suggest? What do you know about [your business name], and from which sources?
Compare the answer with the correct information you have. Then open Business Hub from the link in the sources and claim your business profile. OpenAI says any eligible business in a country where ChatGPT is available can do this, and Shopify stores can connect directly through Business Hub or their Shopify dashboard.
As a user, when ChatGPT offers you a conversation with a business’s agent, ask ChatGPT for the comparison first, then ask the agent for details.
Limits
- This is a pilot and may change.
- Business Agents are currently available only to eligible e-commerce and online service businesses in the United States. OpenAI says it will expand to other markets and categories later, with no date given.
- The official page says nothing about Arabic support or pricing.