OpenAI rolls out Business Hub, making ChatGPT a little more like Google

OpenAI is pushing ChatGPT further toward being a consumer discovery engine. On November 10 the company rolled out a Business Hub where companies can create verified business profiles, keep information about their products and services up to date, and see a limited set of business insights. The feature is in beta.

The design closely resembles the business listings that Google and other search engines have offered for years: companies claim and maintain an entry, and users see an official version instead of scattered information the model has gathered from the web. TechCrunch noted the move makes ChatGPT look a little more like a place people go to find businesses.

The more product-like piece is the business agent. Eligible companies can create and launch a specialized agent that lets ChatGPT users ask questions about the business and its products. The company said that as people turn to AI to discover products, compare options and make decisions, ChatGPT has become the platform for people and businesses to connect through AI.

On the data side, the hub plays a role similar to Google Analytics. It offers limited insights covering profile views, business mentions, website clicks and other metrics, giving companies their first look at how they surface inside a conversational interface.

Verification is the gate. Businesses must complete a formal process to verify their profiles, though OpenAI did not share the specifics. Benji Shomair, the company's VP of monetization, told journalists that there are multiple verification methods used for different types of business in different markets.

This is not OpenAI's first attempt to turn ChatGPT into a commercial entry point. It previously pushed in-app shopping with a commission model and even built a checkout cart, positioning ChatGPT as a direct Amazon competitor. That effort failed to take off and was retired in March.

The significance of the Business Hub is the shift in approach: from completing transactions for users to shaping the information they see before deciding. That is a lighter model and closer to the logic underpinning search advertising, but whether it becomes revenue depends on businesses maintaining profiles, users tolerating commercial information in conversations, and OpenAI ranking results without eroding trust. Watch the verification standards, how widely the business agent opens up, and whether the insights data becomes a paid product.