OpenAI has introduced new features in ChatGPT designed to make the service more useful for product discovery and for businesses to manage how users find them. In a Tuesday announcement, the company launched a Business Hub where companies can create and update business profiles. The feature, currently in beta, closely resembles the kinds of business profiles offered by Google and other search engines and lets companies verify and maintain information about their products and services.
Business agents and user interaction
Eligible companies can also build and deploy specialized "business agents" through the Business Hub. These agents allow ChatGPT users to ask questions about a company and its offerings and receive answers specific to that business.
“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,” the company said in the Tuesday announcement. OpenAI described the rollout as an early step toward deeper integration of businesses within ChatGPT.
Insights and verification
Similar to analytics services such as Google Analytics, the Business Hub will provide limited business insights that show how ChatGPT users interact with a company’s content. The metrics include profile views, business mentions, website clicks and other indicators of engagement.
Companies will need to verify their profiles through a formal process, although OpenAI has not published the specifics of that process. Benji Shomair, OpenAI’s VP of Monetization, told journalists on Monday that there are “multiple verification methods that we use for different types of business in different markets.”
Context: previous e-commerce attempt
OpenAI previously attempted to turn ChatGPT into an e-commerce hub where users could buy products directly. That initiative relied on a commission-fee model and was seen as a potential major revenue source and a way to compete more directly with large e-commerce platforms. The project failed to gain traction and was retired in March; it had even included a “checkout cart” feature.
Why this matters
By adding verified business profiles and associated intelligence, ChatGPT is aiming to offer a search- and discovery-style experience similar to Google’s long-standing role as the main starting point for researching companies online. Given the earlier e-commerce effort did not continue, it remains to be seen whether this new Business Hub approach will succeed in attracting businesses and users at scale. Further details about verification, availability and post-beta plans will depend on future OpenAI announcements.
