OpenAI has launched a Business Hub in ChatGPT, allowing brands to claim profiles, verify themselves and provide product information. In the US, e-commerce and online services can create business agents—AI-powered chats that represent the brand when users seek product details. These agents are available for free as an organic channel, while a paid, sponsored agent format is also being tested, according to OpenAI’s vp of monetisation Benji Shomair.
Businesses can use agents to guide customers through product choices and send them to their own sites to complete purchases. However, brands do not receive transcripts of conversations—only general themes and analytics such as mentions, views and website clicks. OpenAI controls the agent’s design, with no option for businesses to bring their own AI.
The introduction of OpenAI’s own analytics could reduce reliance on third-party tools that estimate brand visibility in AI platforms. According to Sonata Insights, this move may shift influence away from these vendors, though demand for external visibility data will likely remain, as OpenAI shares only limited insights.
Business Hub and agents are currently free, but OpenAI has not ruled out charging for these features in future. The company maintains that business participation does not affect how often brands appear in ChatGPT recommendations, but supplying accurate data could improve relevance in search results.
