OpenAI rolled out new business-focused features for ChatGPT on Tuesday, November 10, 2026, repositioning the AI platform as a consumer discovery engine modeled on Google's search infrastructure.
The company launched a Business Hub where enterprises can create and manage profiles, verifying and updating information about their products and services. Eligible companies can also deploy a specialized business agent that allows ChatGPT users to inquire directly about a business and its offerings.
OpenAI stated that the move positions ChatGPT as a platform for people and businesses to connect via AI, particularly as consumers increasingly use AI for product discovery and purchasing decisions.
The Business Hub provides companies with basic analytics—profile views, mentions within ChatGPT, and website clicks. Benji Shomair, OpenAI's Vice President of Monetization, said the company employs multiple verification methods tailored for different business types and markets.
This strategic shift follows a previous, unsuccessful attempt by OpenAI to position ChatGPT as a direct e-commerce hub. That initiative aimed to enable product purchases through ChatGPT with a commission fee system and checkout feature. OpenAI had envisioned the e-commerce hub as a major revenue stream and direct competitor to Amazon, but the project gained no traction and was retired in March.
By integrating business profiles and analytics tools, ChatGPT is now attempting to replicate Google's decades-long dominance as the primary platform for product research. The pivot reflects a fundamental reorientation: monetization through enterprise engagement and platform effects rather than transactional commissions.
