OpenAI Launches Business Hub to Track ChatGPT Visibility

By James Calloway

OpenAI’s new Business Hub beta gives brands three features in ChatGPT: a business profile, appearance and engagement analytics, and an optional dedicated agent.

OpenAI frames Business Hub as a way for businesses to shape how they appear in ChatGPT. Companies use it to contribute business information and see how often they appear in conversations. The self-service platform also lets them create a dedicated agent for the business.

A company can create a profile without creating an agent, so it can manage its information and measure visibility while leaving agent creation optional.

Profile creation starts with a business adding its information through Business Hub. Once OpenAI verifies the profile, the brand can update company details and product information. OpenAI says “better profile data helps companies show up in more relevant contexts.” That gives brands a direct route to keep the information they contribute current.

What visibility data can brands see?

Business Hub lets companies see how often their business appears in ChatGPT conversations and how people engage with it. Both inputs and reporting sit inside ChatGPT. A company submits its profile, has it verified, updates the data and then checks its appearance and engagement data.

That sequence links profile maintenance to appearance and engagement data inside one service. For marketing teams, the practical distinction is between providing business data and monitoring how a brand appears in ChatGPT conversations. It makes profile upkeep part of the same workflow as visibility reporting.

Can a brand use the hub without an agent?

Yes. Brands can create a profile without creating a dedicated agent. Businesses can also build an agent for their business. The beta therefore supports two levels of participation rather than treating them as a single package.

That choice separates the current profile workflow from OpenAI’s planned expansion for specialized businesses. The initial tools cover profiles and engagement data, while agent creation remains optional. Companies can start with information management and add an agent only when they choose.

Benji Shomair, vp of monetization at OpenAI, said features for specific businesses, like multi-unit businesses, “will be built out over time.” His statement makes the current limitation explicit. Basic profile and agent tools are available in the beta, while capabilities tailored to specific business types remain on the development roadmap.

For now, brands can use the profiles and agents, but specialist features for multi-unit companies remain unfinished.

Where does this leave analytics startups?

Adweek’s newsroom review characterized OpenAI’s own analytics tool as a direct competitor to a growing set of startups. Business Hub brings brand analytics into the same environment where companies submit profile data and create agents. That puts profile management, visibility reporting and agent creation behind one self-service interface.

The competitive pressure comes from that combination. Business Hub starts with company-submitted profile data, adds visibility reporting and places agent creation in the same service. OpenAI is therefore adding tools for brands to manage and measure their ChatGPT presence.

For brand marketing teams, the launch adds another service to evaluate within ChatGPT planning. The first task is to complete and verify the profile, then monitor appearances and engagement before deciding whether a dedicated agent fits the broader plan.

The beta gives brands one place to manage the profile and review visibility data. Its practical value rests on how clearly those signals guide the next update.

OpenAI’s next test is whether better profile data produces the more relevant appearances it has promised.