What businesses need to know about ChatGPT's new Business Hub

You can now claim your business on ChatGPT

OpenAI launched Businesses in ChatGPT in beta on 10 November 2026, introducing new tools for companies to manage their information and understand how they're discovered through the platform.

Through Business Hub, eligible businesses can claim their profiles, update company information and access insights into their presence within ChatGPT.

For businesses already investing in SEO and AI search visibility, the new reporting capabilities are particularly interesting. We've already joined the waiting list at Brand12 and are keen to explore what they could offer our clients.

What businesses can do with Business Hub

Business Hub allows verified companies to manage information about their organisation, including their products and services. Ecommerce businesses can also connect product feeds containing details such as pricing and availability, with Shopify offering an integrated route.

Another important feature is the introduction of discovery insights. Businesses can access aggregated reporting covering mentions, website clicks and the topics associated with their appearance in ChatGPT.

The reporting currently covers the previous 28 days, with information only displayed when sufficient activity meets OpenAI's privacy requirements. Businesses won't receive access to individual customer conversations.

We're particularly interested in how this information could complement Google Search Console and existing website analytics, helping us understand more about the role AI plays in how people discover businesses.

Can UK businesses claim their profiles?

The beta launched on 10 November 2026, and eligible businesses in countries where ChatGPT operates can apply to claim their profiles.

Availability depends on the business's location, industry and verification requirements. UK online businesses can check their eligibility, although access isn't guaranteed. Local stores and restaurants currently face additional restrictions, with OpenAI supporting claims only for existing US listings.

Businesses can begin through OpenAI's Business Hub, where they can search for their organisation and follow the available verification process.

Verification may involve a business email, telephone number, website domain or Shopify account. A further identity check through Persona is required before businesses can publish changes and access reporting.

Claiming a profile allows businesses to provide more accurate information, but OpenAI has confirmed that it doesn't guarantee higher placement in ChatGPT's recommendations.

What about Business Agents?

OpenAI has also introduced Business Agents, allowing customers to ask questions about a company's products and services through a dedicated conversational experience.

These are initially available to eligible ecommerce and online service businesses in the United States. A UK launch date has yet to be announced.

Business Agents are separate from ChatGPT's independent recommendations, and businesses must meet additional eligibility requirements before publishing one.

We've joined the waiting list

We've already joined the waiting list and are looking forward to exploring Business Hub as access becomes available.

At Brand12, we're particularly interested in understanding how the new insights could support the SEO and AI visibility strategies we develop for our clients.

For UK businesses, we'd recommend checking eligibility and reviewing how accurately their products, services and company information are represented online.

We'll share more once we've had the opportunity to explore the platform and assess what its reporting can tell us.