OpenAI has launched a beta program for "Businesses in ChatGPT," introducing verified Business Agents that represent brands. This new feature allows eligible e-commerce and online service businesses in the United States to interact directly with users within the ChatGPT interface. The initiative aims to provide consumers with brand-specific information for comparison shopping and service inquiries.
The introduction of Business Agents marks a significant expansion of ChatGPT's commercial capabilities, allowing companies to establish a verified presence and engage customers through AI. Businesses can claim and manage their profiles via a new "Business Hub," where they can update details, product information, and pricing. This hub also provides aggregated analytics on how often businesses are mentioned, website clicks generated from ChatGPT, and common conversation topics related to their products or services. OpenAI has stated that user conversations remain private and are not shared with businesses.
Initially, the Business Agents are available to select e-commerce and online service businesses in the U.S.. These agents are designed to provide information based on business-controlled guidelines and product details, operating in clearly labeled conversations separate from ChatGPT's independent responses. When a business's profile appears in a ChatGPT response, users can opt to start a chat with its dedicated agent. This feature enables users to ask follow-up questions, compare products, and gather specific details about offerings without leaving the ChatGPT platform.
Beyond organic placements, businesses can also sponsor their agents, using them as destinations for ChatGPT Ads. These sponsored placements are clearly marked and distinct from ChatGPT's regular responses. This move builds upon OpenAI's earlier testing of sponsored agents, announced in September 2026. The company plans to expand the "Businesses in ChatGPT" program to additional markets and business categories, and to develop tools for organizations with more complex needs.
The Business Hub offers businesses a self-service platform to contribute their information to ChatGPT and gain insights into user engagement. Verified businesses receive a blue checkmark on their profile, signifying their claimed status. While this verification does not guarantee higher placement or sales, it allows businesses to control how they are represented within ChatGPT. For Shopify merchants, integration is more streamlined, allowing them to connect their stores through either the Business Hub or Shopify admin.
OpenAI emphasizes that Business Agents are distinct from ChatGPT's independent recommendations and comparisons, which will continue to be provided. The company also stated that businesses do not receive users' conversations or Business Agent chats; instead, they are provided with aggregated counts. The insights offered through the Business Hub include metrics such as profile views, business mentions, and website clicks, with data only appearing above certain thresholds to protect user privacy. The company has also indicated that it is building agent payments with Visa, though for now, buyers are directed to the brand's website for purchases. This initiative positions ChatGPT as a platform for business discovery and interaction, potentially competing with established services like Google My Business.