ChatGPT takes on Google with new business profiles

Dubai: OpenAI has unveiled an innovative feature for ChatGPT, enabling businesses to manage their digital presence and provide users with precise information. Announced on Tuesday, November 10, this new tool, accessible via Business Hub, empowers eligible companies to claim their profiles, authenticate their identities, and update details regarding their operations.

Businesses can input specifics about their offerings, such as pricing and availability, aiding ChatGPT users in making informed decisions when comparing products or services. The introduction of business profiles signifies OpenAI's ambition to broaden ChatGPT's capabilities, shifting beyond question-answering and content generation to assist consumers in discovering relevant businesses and products.

The mechanism operates by allowing businesses to claim existing listings or create new profiles, contingent on eligibility and verification conditions. Upon verification, companies can modify critical data, including their website link, business description, and list of products and services. In addition to profiles, OpenAI is introducing analytics tools that reveal user interactions and engagement with businesses through ChatGPT.

These metrics encompass business mentions, website traffic, and prevalent topics tied to searches where a company's website appears. The data remain aggregated to ensure user privacy, without disclosing individual conversations. Furthermore, eligible businesses can develop specialized AI agents designed to address customer inquiries about their products and services.

For instance, users comparing products could inquire about features, specifications, or return policies, all within ChatGPT, without needing to leave the platform. These AI agents function independently of users' regular ChatGPT chats and are explicitly labeled as representing the respective business. Currently, business agents are limited to e-commerce and online service companies in the United States, while business profiles are accessible across ChatGPT's operational regions subject to verification protocols.

This development positions OpenAI in direct competition with Google, whose business profiles enable companies to manage information displayed across Search and Maps. OpenAI's strategy emphasizes enhancing discoverability for businesses and facilitating customer interactions via AI, diverging from OpenAI's previous attempt to enable direct purchases within ChatGPT, which was discontinued earlier this year.

OpenAI currently boasts over 1 billion active users, and the launch of GPT-5.6 further underscores the company's efforts to integrate AI into various aspects of daily work.