What OpenAI Launched

On November 11, 2026, IT Brief Asia reported that OpenAI has launched Business Hub, part of its beta Businesses in ChatGPT program. ChatGPT is used by 1.2 billion people each week, and Business Hub lets companies claim and verify their organisation, update key information and add self-service product feeds with pricing and availability.

Business Hub is launching globally for eligible businesses in markets where ChatGPT is available. Shopify merchants can connect their store through Business Hub or the Shopify admin to speed up verification, and their eligible products are already integrated through the Shopify Catalog. Existing enterprise customers and advertisers claim through their company representative.

Alongside the hub, OpenAI is rolling out Business Agents to eligible eCommerce and online service businesses in the United States. After claiming a profile, a business can build, test and launch an agent that answers shoppers' questions about its products or services. Businesses can also sponsor their agent and use it as the destination for ChatGPT ads. Sponsored placements and agent conversations are labelled and kept separate from ChatGPT's own answers.

Three Things Worth Doing Now

  • Claim and check your profile. Verifying your organisation and correcting key details is the starting point for everything else in the hub, including agents later on. This is our recommendation.
  • Keep product data clean and current. The hub accepts product feeds with pricing and availability. Wrong prices or out-of-stock items in a feed cost trust quickly, so treat the feed like your storefront. This is our recommendation.
  • Use discovery topics to plan content. Business Hub shows mentions, website clicks and discovery topics, which are themes from conversations that cite your website. Data is aggregated and only appears above set thresholds, and you cannot read individual chats. Even so, those topics can show which questions your website pages should answer more clearly. This is our recommendation.
Bottom Line

Business Agents are US-only for now, but the profile, product feed and insights are open globally. Getting those foundations right today means your business is ready when agents reach more markets.