On 10 November, OpenAI launched Businesses in ChatGPT. Its centrepiece, Business Hub, lets a brand claim its ChatGPT profile, upload product data and see how often ChatGPT mentions it. For eligible US businesses, it also adds a branded agent that shoppers can chat to inside ChatGPT.
It is the first time OpenAI has told brands anything about how ChatGPT treats them, across an audience of 1.2 billion weekly users. Since the launch, brand teams have been asking the same five questions. This article answers all of them.
What is ChatGPT Business Hub?
Business Hub is OpenAI's free dashboard for businesses inside ChatGPT. It does three things:
Profile and product feed. Once verified, a brand can update its details and add a product feed with pricing and availability that ChatGPT may use in answers. Verified profiles get a blue checkmark.
Insights. Mentions, profile views, website clicks and "discovery topics", the themes of conversations where your website is cited, over 7 or 28 days.
Business Agents. A branded assistant shoppers can open from your profile. At launch this is limited to eligible ecommerce and online service businesses in the US.
Claiming is open to eligible businesses anywhere ChatGPT is available. Verification runs by phone, text or a DNS record, then a review and an ID check. Enterprise brands that already work with OpenAI can claim through their OpenAI representative.
Does Business Hub show what ChatGPT says about your brand?
Business Hub reports counts of mentions and clicks. OpenAI has confirmed that businesses don't see individual prompts or chats, and share of voice isn't part of the beta. You can see how many times ChatGPT mentioned you in the last 28 days, but you can't see what it said, which questions triggered it, or who it recommended instead.
The detail that matters most for consumer brands is how OpenAI defines a mention. For an online business, a mention only counts when ChatGPT references your website. As OpenAI's spokesperson put it to Digiday, just naming the brand doesn't count.
That is a big gap for any brand that sells mostly through retailers. Azoma's analysis of more than 38 million citations found that brand websites made up 21.5% of ChatGPT's citations in September 2026, with retailers and publishers making up much of the rest.
When ChatGPT recommends a brand's shampoo and links to a retailer page or a review, Business Hub records nothing. A household name recommended every day could see very small numbers in Business Hub.
Will claiming your profile help you rank in ChatGPT?
Claiming alone is unlikely to change rankings. OpenAI's VP of monetisation, Benji Shomair, said claiming a business should not have an impact on how frequently it appears, because ChatGPT's answers need to stay objective. He added that better information could help ChatGPT surface a business in more relevant conversations.
Claiming is still worth doing now. Without a claimed profile, ChatGPT works from whatever it finds about a brand, including old prices and discontinued products. A claimed one with a full product feed gives ChatGPT an official source to check against.
Does Business Hub replace AI visibility tracking?
Business Hub works best alongside AI visibility tracking. Google's free Search Console never replaced SEO platforms, because it only shows one engine and leaves out competitors.
Business Hub has the same limits: ChatGPT only, no prompts and no competitor comparison. Gemini, Google AI Overviews, Alexa for Shopping and Walmart Sparky are all outside it.
First-party numbers make good tracking better, because they let you check whether a trend is real. For the questions Business Hub can't answer, you need prompt-level tracking.
Azoma is an agentic commerce optimisation platform. It runs the questions shoppers ask through each engine daily and records the full answer, the sources cited and the competitors named, across ChatGPT and the retailer shopping assistants. Its numbers are modelled from those questions and don't count real ChatGPT traffic, which is exactly why the two work best together.
Agentic commerce adds one more layer that Business Hub doesn't reach. A brand's goal is a sale, and the route from an AI answer to a basket usually runs through a retailer. Business Hub stops at the click, and OpenAI says a click is not a completed visit or purchase.
Linking AI visibility to revenue means tracking share of voice against competitors on the questions that lead to purchase, which products each engine recommends, and which retailer each answer sends shoppers to. In the 5Cs this is Customer Acquisition: turning visibility into measurable sales. Azoma reports share of voice, product-level rankings and the buy links inside each answer, so commerce teams can see which retailer captures the demand ChatGPT creates and compare changes in visibility with their own sales data.
What are ChatGPT Business Agents, and should you build one?
A Business Agent is a branded chat that answers questions about your products inside ChatGPT. OpenAI builds it from the brand's instructions and product feed, and Shomair confirmed OpenAI isn't allowing brands to bring their own agents.
The conversation transcripts stay with OpenAI, and you get themes. When a shopper is ready to buy, the agent sends them to your site.
The same agent sits behind OpenAI's paid format. Shomair described it plainly: the business agent is the organic experience, and the sponsored agent is the paid one. So the agent you set up for free today is the one you may pay to promote next year.
If you are eligible, test one, and treat its instructions like a product page. Every claim it makes is a claim your brand makes. Most brands that sell mainly through retailers aren't eligible yet, so for them the profile and feed matter more.
What should brands do this month?
Claim your profile. Go through your OpenAI representative if you have one. Shopify brands can connect their store directly.
Upload a complete product feed and keep it consistent with your retailer listings, so ChatGPT doesn't find two versions of the same product.
Log your Business Hub numbers weekly. OpenAI shows only 7 and 28 days of history, so your own log is the only trend line you'll have.
Read what ChatGPT actually says. Ask it your shoppers' top questions every month and check the answers against your real product facts. In the 5Cs this is Correctness, and Business Hub can't do it for you.
Track where your citations come from. If most of ChatGPT's answers about you link to retailers and reviews, those pages need the same care as your own site.
👉 Book a call with our team to see the side of your ChatGPT visibility that Business Hub leaves out: the full answers ChatGPT gives about your products, the retailer and publisher pages it cites when it names your brand, and the competitors it recommends instead.
FAQs
How can I see what ChatGPT says about my brand?
Business Hub shows how often ChatGPT references your website. It doesn't show the answers themselves. To read what ChatGPT says, ask it your shoppers' main questions on a regular schedule, or use a prompt-level tracker such as Azoma, which records the full answers and the sources behind them.
Is there a platform that tracks which sources ChatGPT cites when recommending products?
Business Hub shows themes where a brand's website is cited. It does not list the sources behind each answer. Azoma records every source cited at the level of individual questions, across ChatGPT and the other major AI shopping agents.
How do I get my products recommended in ChatGPT shopping?
Claim your profile and keep your product feed complete. Then make sure every page ChatGPT cites about you (your own site, retailer listings and reviews) answers the questions shoppers ask. Claiming alone won't change rankings, so track whether the answers move.
How should enterprise eCommerce teams approach ChatGPT visibility?
Claim through your OpenAI representative, keep product data consistent across your feed and retailer pages, check ChatGPT's answers for accuracy monthly, and track every AI shopping agent your shoppers use, since Business Hub covers ChatGPT only. Azoma tracks share of voice, sources and buy links for enterprise consumer brands across ChatGPT, Gemini, Alexa for Shopping and Walmart Sparky.
Article Author: Max Sinclair