ChatGPT Launches Verified Business Agents and Merchant Management Tools

On November 10, 2026, OpenAI officially announced the launch of the Businesses feature in ChatGPT, allowing merchants to manage their business information, understand how their business is presented in ChatGPT, and turn user interest into action. On November 11, The Verge reported that OpenAI launched the Business Agents feature in beta, letting users chat with verified agents representing brands for scenarios like comparison shopping and asking about product differences; conversations with these agents are clearly labeled and presented separately from the main chat. The feature is first rolling out to eligible e-commerce and online service merchants in the US, and businesses can verify their identity through Business Hub. Later the same day, TechCrunch reported that OpenAI released the Business Hub beta on Tuesday, where businesses can create and verify merchant profiles and validate and update product and service information; eligible businesses can also launch a dedicated business agent for users to ask questions, and gain limited operational insights such as profile views, mentions, and website clicks, as well as analytics data like mention counts in ChatGPT responses and top discovery topics. TechCrunch also noted that OpenAI had previously attempted a commission-based direct e-commerce purchase model, but that project was taken offline in March. The feature is currently in beta, with no further reports on expansion plans or an official release timeline.

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