23 Daily — According to techcrunch.com, on November 10, 2026, OpenAI launched a new feature called Business Hub aimed at enhancing ChatGPT's capability as a consumer discovery engine, enabling businesses to better manage how users interact with their offerings.

OpenAI Introduces Business Profiles and Specialized Business Agents

The Business Hub allows companies to create dedicated business profiles resembling those offered by search engines like Google, where they can verify and update information about their products and services. This feature is currently in beta testing.

Eligible businesses can also create and deploy specialized business agents, through which ChatGPT users can ask questions about the business and its products, improving interaction quality and accuracy.

Provides Business Insights to Optimize Strategies

The Business Hub also provides limited business insights, helping companies understand how users engage with their products, including profile views, business mentions, website clicks, and other key metrics. This approach is reminiscent of Google Analytics.

Businesses need to undergo a formal verification process to manage their profiles. OpenAI’s VP of Monetization Benji Shomair explained that multiple verification methods will be used depending on the type of business and market.

Signaling ChatGPT's Shift Towards a Search-Engine-Like Role

Previously, OpenAI attempted to position ChatGPT as an e-commerce hub enabling users to buy products directly, using a commission fee model. However, this initiative failed to gain traction and was retired in March 2026.

The integration of business profiles and intelligence suggests ChatGPT is evolving towards a role similar to Google, becoming a primary destination for users to research and understand businesses. This strategic pivot aims to enhance the platform’s practicality and appeal.

Editor's take: Implications for Entrepreneurs

OpenAI’s Business Hub and business agent features offer companies a new digital exposure channel that directly influences consumer decision-making through AI-assisted queries. Entrepreneurs can leverage verified and comprehensive business profiles to boost brand visibility and customer engagement.

Effectiveness can be measured by tracking metrics provided by the Business Hub, such as profile views and click-through rates, and correlating these with product sales or service inquiries. As more consumers rely on AI for product discovery and comparison, mastering these digital tools will be crucial for maintaining competitive advantage.