If you have already managed the Google listing for a restaurant, store, or shop, the concept will seem familiar. On November 10, 2026, OpenAI announced the beta launch of Businesses in ChatGPT, a new way for brands to establish a presence in the chatbot’s responses. The company is highlighting a compelling selling point: ChatGPT is said to be used by 1.2 billion people every week. Quite simply, that means there are a wealth of opportunities—and many potential missed opportunities if your information is not up to date.

Everything goes through a new tool, the Business Hub. A business can claim its presence in ChatGPT there and then, once verified, update its key information and add product feeds with prices and availability. The idea is easy to understand: to ensure ChatGPT stops recommending an out-of-stock product or a price from two years ago.

According to OpenAI’s announcement, the Business Hub is open to any eligible business located in a country where ChatGPT is available. Shopify merchants are entitled to a simplified process: they can connect their store directly, and their eligible products are already integrated into ChatGPT via the Shopify catalog.We tested it in France: it works perfectly, and Businesses in ChatGPT is even translated into our language.

The tool also provides statistics: the number of mentions in responses, clicks to the website, and “discovery topics,” meaning the conversation topics in which the website is cited. OpenAI promises that this data remains aggregated: businesses never see users’ conversations, and figures only appear once a certain volume of exchanges has been reached.

An AI agent for every brand

The most ambitious new feature is called Business Agent. After claiming their listing, eligible businesses can create, test, and publish an agent that answers customers’ questions using the information they provide. When a brand appears in a response, users can click on its profile and, if an agent exists, start a conversation with it to compare two products or check whether an offer meets their needs.

The business model is openly acknowledged: businesses will be able to sponsor their agent and use it as a destination for ChatGPT Ads. A logical step, a few months after the official end of free, ad-free ChatGPT, and in keeping with integrated shopping features, such as PayPal payment announced last year.

For now, Business Agents are limited to eligible e-commerce and online services websites in the United States. OpenAI says it intends to expand the system to other markets and business categories, with no timeline.

For French brands, claiming your listing now costs nothing and at least lets you see how ChatGPT talks about you. You are even advised to do so as soon as possible: missing this opportunity could be just as problematic as having snubbed Google My Business in the 2010s. On the user side, the boundary between an “independent” response and a sponsored agent will need to be closely monitored: on paper, it is clear, but in a chatbot, everything looks a little like a conversation.

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