Business profile in ChatGPT: what you can edit and measure

OpenAI launched Businesses in ChatGPT in beta on November 10, 2026. Eligible companies can claim a business profile in ChatGPT, update their details and see aggregate discovery data. For a retailer, the first job is getting the facts right for shoppers who are ready to buy.

A business profile in ChatGPT is a listing that an authorized representative can claim through Business Hub. Verified businesses can edit details such as hours and service areas. Retailers can also submit a product feed with prices and availability. The business profile policy explains what companies can submit. The listing can also draw on other sources.

What you can change in your business profile in ChatGPT

Picture a furniture retailer that sells made-to-order desks. Someone asks ChatGPT to compare brands that can deliver before a move. A clear profile tells shoppers what the company sells and where it operates. The deciding details are on the product side. A walnut desk might be ready to ship while the oak version takes five weeks. If both are simply described as in stock, the buyer can make the wrong decision even when the listing has been claimed.

Shoppers can make up their minds before they visit your website. Check whether the product page answers questions that could change a purchase, such as whether assembly is included or the finish shown is available. Then compare that page with the information you submit.

What does Business Hub measure?

OpenAI’s description of Business Hub insights explains what the dashboard counts. Alongside mentions and website clicks, it shows discovery topics, the recurring themes in conversations that cite your site. Insights appear when there is enough activity to meet privacy thresholds. Businesses cannot read individual ChatGPT or Business Agent conversations.

Track mentions and visits for what they are. A mention indicates visibility, while a click records a handoff to your website. Look to your own analytics for what happens after that, whether the visitor asks for a quote, starts an order or leaves. An unavailable metric belongs in the report as missing data. Counting it as zero makes comparisons harder when the metric eventually appears.

Who can claim a profile and who can launch an agent

The beta announcement sets out two eligibility rules. Eligible businesses can claim a profile where ChatGPT is offered. Initial access to Business Agents covers eligible ecommerce and online service businesses in the United States.

How to prepare before claiming a profile

1. Pick an owner who can confirm changes to hours, coverage and terms. Give someone else a way to take over if the owner is away.
2. Compare the website and feed before you submit anything. When multiple systems show the same product, choose which one owns the price, stock and delivery estimate. Your digital architecture determines where a correction needs to start.
3. Record a baseline. Run a few realistic questions with and without the brand name. Save the date, market, sources cited and any factual errors. Repeat the same questions later and treat changes as observations, especially when the sample is small.

Frequently asked questions

Who can claim a business profile in ChatGPT?

Eligible businesses can apply where ChatGPT is offered. Location, industry and verification matter. The OpenAI eligibility FAQ says a website is required for initial eligibility. Owners and authorized representatives can manage the listing.

Does claiming a profile improve placement?

A claimed profile gives a business a way to submit current information. OpenAI says claiming does not guarantee better placement or sales. ChatGPT’s comparisons remain independent.

How is a Business Agent different?

Business Hub is where a company manages its profile and reviews aggregate insights. A Business Agent represents the company in a separate conversation labeled as such. The Business Agents policy sets separate eligibility rules.

Pick a detail that would cost a customer time or money if it were wrong. Compare what ChatGPT says with what the shopper finds on your site. If the answers differ, fix the system that supplies the incorrect information.