Businesses in ChatGPT: How Shopify Brands Claim Their Profile and Launch a Business Agent

On November 10, 2026, OpenAI launched Businesses in ChatGPT in beta. Through a new Business Hub, businesses can claim their profile in ChatGPT, keep their details current, see how often ChatGPT sends people to their site, and publish a Business Agent that answers shoppers' questions. For Shopify brands, it's the third place to manage what ChatGPT says about you. This guide covers how to set it up and how it fits with Shopify.

What is Businesses in ChatGPT?

Businesses in ChatGPT is OpenAI's beta program, launched November 10, 2026, that lets businesses claim their profile in ChatGPT, manage the information shown about them, see how people engage with them, and publish a Business Agent. It's run through Business Hub, and OpenAI says ChatGPT reaches 1.2 billion people a week.

It has three parts:

• A claimed profile, where you correct and update the details ChatGPT shows about your business.
• Insights, showing aggregate website clicks, mentions and recurring topics in answers that referenced you.
• A Business Agent, a branded assistant shoppers can open from your profile to ask about your products and policies. ChatGPT labels the conversation, so shoppers know they've switched from the general assistant to one representing you.

Sources: OpenAI's announcement, OpenAI's setup guide and VentureBeat's report, November 10, 2026.

How does Business Hub fit with Shopify's AI tools?

It's the OpenAI side of a three-part setup. Shopify's Agentic Storefronts get your products into ChatGPT shopping through Shopify Catalog. Shopify's knowledge base publishes your store facts to AI agents. OpenAI's Business Hub manages your profile, analytics and Business Agent inside ChatGPT.

OpenAI notes that eligible Shopify products were already in ChatGPT through Shopify Catalog before this launch. What's new is the profile, the analytics and the agent. The practical rule: keep your return windows, shipping times and contact details identical across your Shopify knowledge base, your Business Hub profile and your Business Agent, so ChatGPT doesn't give shoppers conflicting answers. See our Shopify knowledge base guide.

Who can claim a profile and publish a Business Agent?

Any eligible business in a market where ChatGPT operates and OpenAI supports the required verification can apply to claim a profile, without an Enterprise agreement or ads account. Publishing a Business Agent is narrower: at launch, it's limited to eligible US ecommerce and online service businesses with a website.

• Claiming a profile: owners and authorized representatives apply through Business Hub.
• Local stores and restaurants can currently claim only an existing US listing.
• Business Agents: eligible US online retailers and service businesses with a website.
• Shopify isn't required. OpenAI says eligible businesses can set up an agent whether or not they use Shopify.

How do Shopify brands claim their business in ChatGPT?

Log in to ChatGPT, open Business Hub, search for your business and start the claim. Verify ownership, which Shopify brands can do with their Shopify account, then complete a separate identity check through Persona. Only after that can you edit your profile, connect your catalog, see analytics or create an agent.

1. Log in to ChatGPT with the account you use for work.
2. Open Business Hub at chatgpt.com/business-hub.
3. Search for your business and select it, or type it in if it isn't listed.
4. Click "Get Started," then sign in with the ChatGPT account that should administer your business profile.
5. Verify ownership with your Shopify account, business email, business phone or website domain.
6. Complete the Persona identity check. It's required before publishing profile changes, connecting a product feed, seeing analytics or creating an agent. Your blue check appears once it's approved.

Information you add must follow OpenAI's Businesses in ChatGPT policy, and ChatGPT may still use other sources when answering questions about your business.

How do you connect your Shopify catalog to ChatGPT?

Install OpenAI's ChatGPT app from the Shopify App Store and connect your store, which syncs your products, prices and stock. Non-Shopify retailers can upload a product feed instead. Connecting your catalog helps you build and test a Business Agent, but on its own it doesn't publish an agent or guarantee recommendations.

The ChatGPT app is listed as free on the Shopify App Store. Because your products may already appear in ChatGPT through Shopify Catalog, the main benefit of connecting is giving your Business Agent accurate, current product data to answer from.

Before you connect, fix the product data agents will read: clear titles, complete descriptions and attributes, accurate variants and correct compare-at prices. Our guide to LLM SEO for Shopify covers what AI tools read.

How do you set up a Business Agent for a Shopify store?

From your claimed profile, give the agent your product information and the guidelines it should follow, then test its answers before publishing. Shoppers open it from your profile in ChatGPT, and the conversation is labeled as yours. OpenAI's setup guide describes one Business Agent per claimed profile.

What to give your agent, and test it on:

• Returns and exchanges, including exceptions such as final-sale items.
• Shipping times and cutoffs, especially around holidays.
• Sizing, fit and compatibility questions you get often.
• Warranty and care information.
• Clear limits. Tell it not to promise discounts, delivery dates or policies you don't offer.

Test it with the questions your support team actually gets. Ask the same question several ways and check every answer against your published policies before you publish the agent.

What does the Business Hub dashboard show?

Aggregate activity over the past 28 days: website clicks, mentions, and recurring topics in ChatGPT answers that referenced your business. For an online business, a mention only counts when ChatGPT references your website. OpenAI doesn't share individual conversations or Business Agent chats.

A few things to know:

• Data appears after minimum thresholds, so a new or small business may see blank metrics at first.
• Website clicks are the clearest signal that someone moved beyond reading an answer.
• Use the topics. If returns come up often, check that your published returns policy is clear.
• Measure orders in your own analytics. ChatGPT adds utm_source=chatgpt.com to links it sends, so you can filter those sessions in Shopify and GA4.

Will claiming your business improve your visibility in ChatGPT?

Not on its own. OpenAI says ChatGPT continues to make independent recommendations, claiming a profile carries no guarantee of better placement or more sales, and ads don't influence its independent answers. Claiming gives you accurate information, analytics and an agent; visibility still comes from your products, content and reputation.

What still drives visibility in ChatGPT:

• Product data in Shopify Catalog: titles, attributes, variants and prices.
• Pages AI tools can read and quote, with direct answers and sourced facts.
• Third-party mentions on review sites, directories and comparison articles.

Can Business Agents be used in ChatGPT ads?

Yes, in a limited test. OpenAI says businesses can make a Business Agent the destination for a ChatGPT ad, so a shopper who clicks a sponsored placement opens a labeled chat with your agent. OpenAI's advertising help center says Sponsored Agents are in a limited test with selected advertisers.

Advertising doesn't change ChatGPT's independent answers, according to OpenAI, so ads and organic visibility remain separate.

What should Shopify brands do this week?

Claim your profile now, so the details ChatGPT shows are accurate before Black Friday. Connect your store and build your agent, but test it thoroughly before publishing. With Black Friday on November 27, an untested agent giving wrong answers is a bigger risk than waiting a few days.

1. Claim and verify your profile, including the Persona identity check.
2. Connect the ChatGPT app from the Shopify App Store.
3. Align your facts: the same return windows, shipping cutoffs and contact details in Business Hub, your Shopify knowledge base and your store's policy pages.
4. Build and test your Business Agent with real customer questions.
5. Publish it when the answers are reliable, even if that's after Black Friday.
6. Watch website clicks and topics in Business Hub, and orders from utm_source=chatgpt.com in your analytics.

Our Shopify Black Friday 2026 checklist covers the rest of your pre-sale prep.

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