OpenAI Launches Businesses in ChatGPT: Claim Your Listing and See Insights

On November 10, 2026, OpenAI announced Businesses in ChatGPT, in beta. Businesses can now claim a listing in a new Business Hub, manage the information ChatGPT shows about them, and see aggregated insights on mentions, website clicks and common topics.

What changed

OpenAI announced Businesses in ChatGPT as a beta on November 10, 2026. The announcement describes three things a business can now do: claim its business, manage its information, and get insights on how people engage with it.

All of this runs through Business Hub, which OpenAI describes as the place to shape what customers see about your business in ChatGPT. According to the announcement, once a business is verified it can:

• Update its details so the information ChatGPT has about it is current.
• Add product feeds with current pricing and availability.
• See aggregated insights on mentions, website clicks and common topics.
• Create a Business Agent, if it's eligible, to answer customers' questions and help people explore what it offers.

OpenAI says conversations with a Business Agent are labeled as separate from ChatGPT's own answers. It also says it doesn't share people's conversations or Business Agent chats with businesses, so the insights are aggregated rather than a record of individual chats.

Who it affects

There are two different groups here, and it's worth keeping them apart.

Claiming a business is open more widely. The announcement says eligible businesses in any location where ChatGPT is supported can start by claiming their business in Business Hub.

Business Agents are narrower. OpenAI says they're available to eligible ecommerce and online service businesses in the U.S. If you run a local service business or you're outside the U.S., you may be able to claim and manage your listing but not build an agent yet.

If you already pay attention to how your business shows up in AI answers, this gives you something you haven't had from ChatGPT before: a place to correct your information and some first-party numbers on mentions and clicks. Agencies managing several clients will want to think about who claims each listing and who holds access to it.

What to do now

This is a beta, so I'd treat it as something to set up carefully rather than something to build a strategy around yet.

• Check whether your business can be claimed. Start in Business Hub and see whether your business is eligible where you're based.
• Claim it from an account you control. Use an account owned by the business, not a personal account of a contractor or former employee, so access doesn't walk out the door later. If an agency sets it up for you, make sure you know which account holds it.
• Make your details match everywhere. Your business name, website, contact details and what you offer should match your website and your other listings. Inconsistent information is a problem in any directory, and there's no reason to think this one is different.
• Add a product feed if you sell online. If you're an ecommerce business, keep pricing and availability current. An out-of-date feed is worse than none.
• Record a starting point. Once insights appear, note your mentions, website clicks and common topics so you have something to compare against in a few months. Keep these numbers alongside, not instead of, what your own analytics show for referral traffic from ChatGPT.
• Read the common topics closely. They can tell you what people associate with your business in ChatGPT, which is useful input for the content on your own site.

If you want a broader look at how your brand appears in AI answers, my AI citation audit and AI search optimization (GEO) work cover more than one platform. For background, I've also written about what generative engine optimization is.