OpenAI have launched Businesses in ChatGPT in beta, giving brands their first official channel to manage how they appear in ChatGPT. According to OpenAI, 1.2 billion people use ChatGPT each week. For the first time, businesses can claim a verified presence, control the information ChatGPT draws on, and see aggregated performance data from the platform itself.
This is a first step in understanding performance of your brand in ChatGPT with first party data.
What is Business in ChatGPT?
The launch centres on two main features:
- ChatGPT Business Hub
- ChatGPT Business Agents
The Business Hub allows eligible businesses to claim and verify their profile, then manage the product and service information ChatGPT uses when responding to user queries. This includes product feeds with current pricing and availability, ensuring the platform draws on accurate, up-to-date details rather than outdated or incomplete data from crawled sources.
Verified businesses also gain access to aggregated insights. These show how often ChatGPT mentions the brand, how many clicks their website receives from the platform, and the topics of conversations where the business appears. OpenAI has stated it does not share users’ conversations, and insights only appear once interactions reach minimum thresholds.
Business Agents let eligible businesses build a custom agent that answers customer questions in a separate, clearly labelled conversation. Businesses can also sponsor their agent as the destination for ChatGPT Ads, with sponsored placements kept separate from ChatGPT’s standard answers and clearly marked as such.
Who can use it?
Availability is split by geography and business type.
Profile claiming through the Business Hub is available now to eligible businesses in regions where ChatGPT operates, including the UK. This means UK brands can verify their presence, upload product information, and begin tracking their visibility within the platform.
Business Agents, however, are currently limited to eligible ecommerce and online-service businesses in the US. OpenAI has confirmed plans to expand both Business Agents and sponsored placements to more markets and categories, but no dates have been provided. Eligible Shopify products already appear in ChatGPT via Shopify Catalog, giving some retailers a head start on visibility.
The measurement shift and its limits
This marks the first time brands can see AI visibility data from OpenAI. Until now, most brands have relied on third-party tools that estimate visibility by running prompts at scale. Those tools remain valuable for tracking competitors and specific queries. Business Hub adds a first-party view of what is happening on the platform.
But the data comes with caveats.
First, OpenAI notes that recorded clicks do not confirm website visits or conversions. A click registers when a user selects a link within ChatGPT, but it does not verify whether the page loaded, whether the user stayed, or whether they converted. That gap between click and outcome is significant when assessing commercial impact.
Second, mention counts are not the same as quality of representation. A brand might appear frequently in ChatGPT responses but in neutral, negative, or irrelevant contexts and volume is not endorsement. Without qualitative analysis of how and why a brand is mentioned, the metric offers only partial insight. For more on tracking ChatGPT visibility, see our guide on impression and index data for ChatGPT Search using server logs.
What does this mean for brands?
Here are five things to consider:
Claim your profile early
Claiming won’t change how often ChatGPT recommends you. It does put the information ChatGPT uses about your business under your control, and starts building a record of your visibility from day one.
Plan for paid
ChatGPT Ads are already running in the UK, and OpenAI’s Ads Manager beta is now opening for UK advertisers. Sponsoring a Business Agent as an ad destination remains US-only for now. Brands testing ChatGPT Ads today will have benchmarks in place if agent-based formats reach the UK.
Treat business information as a performance asset
Product feeds, pricing, and availability data now directly influence whether ChatGPT surfaces your brand in relevant queries. Maintain accurate, structured data and update it regularly. This is not a set-and-forget exercise.
Start benchmarking now
Even if your mention counts or click volumes are modest, establishing a baseline allows you to track changes over time and measure the impact of optimisation efforts. Pair this with existing work in generative engine optimisation (GEO) to understand how your broader AI presence is developing.
Keep the data in context
ChatGPT insights should sit alongside Google Analytics, CRM data, and third-party AI visibility tracking. No single metric tells the full story. Cross-reference mention data with conversion patterns and qualitative content analysis to understand not just how often you appear, but how well you’re represented. For more on building that capability, see our guide on how to rank well in AI search.
The launch of the ChatGPT Business Hub is a measured step towards transparency, but it is not a complete solution. Brands that move early, manage their data rigorously and integrate AI visibility into broader measurement frameworks will be better positioned as the platform evolves.
