OpenAI Gives Merchants a Dashboard and Agent Inside ChatGPT

OpenAI has opened a US beta of Businesses in ChatGPT , a dashboard that lets eligible ecommerce and online services companies claim a profile, upload product data, review their visibility, and deploy a customer-facing agent. The release gives businesses direct data on ChatGPT mentions and clicks while creating a controlled channel for product information and customer conversations.

Marketplace Pulse founder Juozas Kaziukėnas previewed the product before launch by publishing a screenshot of an unreleased dashboard with mention and click counts. OpenAI has now made those features available through a single interface called Business Hub.

Three tools behind one login

Business Hub combines profile management, analytics, and an optional conversational agent. Companies must verify ownership before using the controls.

• Business profile: Update company details, upload product feeds with current prices and availability, and display a verified badge.
• Insights dashboard: Review aggregated mentions, profile views, website clicks, and common discovery topics.
• Business Agent: Answer questions, compare products, and make recommendations using information supplied by the company.

The Business Agent runs in a separate, clearly labeled conversation that identifies the business behind it. OpenAI says it does not share users’ general ChatGPT conversations or Business Agent chat transcripts with companies. The Insights dashboard provides aggregate data.

First-party visibility, with gaps

The Insights dashboard gives companies figures drawn from OpenAI’s own systems. Until now, brands seeking similar data relied on generative engine optimization vendors that repeatedly submitted sampled prompts to ChatGPT and collected the responses.

Business Hub resembles Google Search Console in its reporting of discovery and click activity. ChatGPT interactions consist of open-ended conversations, and the beta dashboard aggregates their outcomes without exposing exact prompts.

Vendors such as Profound and Adthena can continue to supply prompt-level analysis and competitor tracking. Business Hub adds first-party measurement to that market without covering every question those services address.

Verification connects the merchant stack

Requiring companies to verify ownership gives OpenAI a direct relationship with businesses that supply structured product data and configure agents. A claimed business can maintain its profile and feed while controlling the context its agent uses. Connecting a Shopify store is one verification route, consistent with OpenAI’s broader work to bring merchant infrastructure into ChatGPT.

OpenAI is also developing paid business surfaces. It has opened a beta self-service Ads Manager to US advertisers and is testing Sponsored Agents, which begin a labeled business conversation after an ad click. The company has announced no integration between those products and Business Hub. Their shared use of labeled conversations leaves room for a future path from paid discovery to a business agent.

A practical beta checklist

1. Claim and verify the profile. Confirm that company details are complete and current.
2. Maintain the product feed. Keep prices and availability synchronized so recommendations reflect what customers can buy.
3. Write the agent context. Assign an owner to define approved product information, policies, and response guidance.
4. Test common questions. Check product comparisons and recommendations for accuracy before directing customers to the agent.
5. Record a baseline. Capture mention and click data before changing content or product information for GEO.

Limited to eligible US companies during the beta, the product creates a formal operating layer for businesses inside ChatGPT through verified identities, product feeds, dedicated agents, and first-party analytics. OpenAI retains control of general ChatGPT answers. Participating companies control narrower surfaces: their profiles, supplied data, and Business Agent context.