The world of online search and e-commerce is entering a transformative new era. With more than 1.2 billion users interacting every week, ChatGPT has gone far beyond the role of an ordinary question-answering chatbot. Today, millions of consumers worldwide turn to ChatGPT to explore shopping solutions, compare product features, and make real-time purchasing decisions.

Recognizing this significant shift in focus, OpenAI has officially launched Businesses in ChatGPT (Beta version). This is a strategic milestone that opens a direct gateway connecting brands with a massive user community through two core tools: Business Hub and Business Agents. The team of experts at DPS.MEDIA will help you explore this new architecture in detail and analyze its far-reaching implications for SEO and the digital commerce landscape in 2026.

Picture – When ChatGPT Becomes the Next-Generation Shopping and Search Gateway

For more than two decades, Internet users' habits have revolved around Google's search bar: entering keywords, receiving a list of ten blue links, and then manually clicking through individual websites to read, filter, and compare information. This process requires considerable time and effort, especially when users must navigate countless advertisements and repetitive keyword-optimized articles.

The shopping experience on AI platforms like ChatGPT presents an entirely different picture. Consumers ask questions in natural language, just as they would when speaking with an experienced consultant. Instead of simply searching for ‘men's running shoes’, users might ask: ‘I'm new to running, weigh 75 kg, and need a comfortable, breathable pair of shoes under VND 2 million with an official warranty in Ho Chi Minh City.’ Within seconds, ChatGPT gathers information, compares the three most suitable options, and thoroughly analyzes the advantages and disadvantages of each product.

However, the rapid growth of conversational search also creates a major challenge for businesses: data inaccuracies caused by passive AI data collection. Previously, AI models automatically scanned data from third-party websites, forums, and outdated reviews. As a result, information about selling prices, promotional programs, and return policies often became outdated. Some products that had been discontinued long ago were still recommended to customers by AI. Businesses were virtually powerless because there was no official mechanism for updating their data within OpenAI's systems.

Promise – OpenAI Gives Businesses Control Over Their Data with Businesses in ChatGPT

The launch of Businesses in ChatGPT is the comprehensive solution to the challenge of brand information management. Instead of remaining on the sidelines and leaving their brand image to random data-scraping algorithms, businesses can now proactively manage how they appear to users worldwide.

Verify Your Official Business Profile with a Trusted Blue Checkmark

Through the Business Hub management center (at chatgpt.com/business-hub), eligible organizations and businesses can claim ownership of their profiles (Claim Profile). Verification is securely conducted through a business-domain email address, phone number, website domain, or direct connection to an e-commerce management account.

The Business Hub business profile verification interface featuring an official blue verification badge from OpenAI. Source: OpenAI Blog.

Once verification is complete, the brand profile on ChatGPT will receive a blue checkmark (Blue Checkmark). This visual indicator allows users to immediately distinguish an authorized distributor from unofficial information sources, significantly increasing trust and click-through rates to landing pages.

Proactively Sync Product Catalogs and Prices in Real Time

The greatest value of Business Hub lies in its ability to update operational information and upload product feeds through a self-service system. Businesses can directly provide listed prices, warranty policies, service terms, and actual inventory availability.

Business profiles display detailed product lines, legal entity information, and a navigation button linking to the website. Source: OpenAI Blog.

Thanks to this first-party data source, whenever customers ask ChatGPT questions about your products or industry, the AI model will prioritize retrieving the most accurate information. Customers will no longer encounter outdated prices or attempt to purchase products that are out of stock.

Prove – Exploring the 3 Breakthrough Pillars of OpenAI Business Hub

The Businesses in ChatGPT ecosystem is more than just a basic business directory. OpenAI has designed this solution as a comprehensive conversational commerce platform built around three key technical pillars:

1. Direct Integration with the Shopify E-commerce Ecosystem

To accelerate its reach among millions of merchants worldwide, OpenAI has established a strategic partnership with the Shopify platform. Brands operating on Shopify can activate their ChatGPT integration with just a few clicks through Shopify Admin or Business Hub.

The entire product catalog on Shopify Catalog – including titles, images, descriptions, size variations, and pricing – will automatically sync with ChatGPT's database. For example, the fashion brand Mia Shop, which has more than 500 clothing designs on Shopify, can instantly make its entire product range available on ChatGPT, ensuring that when users search for office outfit recommendations, the brand's products appear with accurate specifications.

2. Business Agents: Independent Interactive AI Assistants Representing Brands

The most revolutionary advancement in this launch is Business Agents. When a brand appears in a language model's response, users can click on its profile to open a separate conversation with the business's own AI representative.

A dedicated Business Agent conversation providing users with in-depth product recommendations. Source: OpenAI Blog.

Business Agents offer several outstanding technical capabilities:

• Transparent and Separate Conversation Space: Conversations with Business Agents are clearly labeled and completely separated from the user's original chat thread and ChatGPT's independent responses.
• Control Over Brand Behavior and Knowledge: Businesses can independently establish response guidelines, communication styles (Tone of Voice), and specific operational instructions for their Agents based on internal documentation.
• Comprehensive Privacy Protection: Businesses cannot secretly read customers' private messages or personal conversation histories, ensuring maximum peace of mind for users.
• Sponsored Agent Capability: Businesses can sponsor their own Business Agents and turn them into direct destinations for ChatGPT Ads campaigns.

3. Three Core AI Engagement Insights Performance Metrics

For the first time, marketers and business owners can gain a clear data-driven picture of their visibility and performance on AI search engines. The Business Hub analytics dashboard provides three core measurement metrics:

The engagement analytics toolkit displays brand mentions, website clicks, and discovery topics. Source: OpenAI Blog.

• Business Mentions (Brand Mentions): Tracks how frequently ChatGPT references your brand name or website links in the responses it provides to users.
• Website Clicks (Referral Clicks): Records the number of times users directly click links in AI-generated responses to visit a business's website.
• Discovery Topics (Topics of Discovery): Lists the most popular topic clusters and conversation contexts that lead to your website being cited as an information source. This is a goldmine of data that helps marketing teams accurately understand customers' actual interests and optimize products and content accordingly.

The Shift from Traditional SEO to GEO (Generative Engine Optimization)

The emergence of Businesses in ChatGPT confirms an inevitable trend: Traditional SEO is gradually evolving into GEO (Generative Engine Optimization). Optimizing keyword rankings on Google Search remains important, but it is no longer sufficient to ensure a brand's visibility in the age of AI search.

When users no longer see conventional search result pages but instead receive synthesized answers directly from AI, businesses that are absent from the knowledge bases of large language models (LLMs) will become completely invisible. Data from DPS.MEDIA's analytical experts indicates that the proportion of queries with commercial intent (Commercial Intent) on conversational platforms is growing at a rate of more than 140% per year.

To prepare for this wave, Vietnamese businesses need to focus on building four core technical foundations:

• 1. Brand Entity Authority: Build consistent business profiles across all digital touchpoints, from official websites and social media to Google Business Profile and open databases.
• 2. Structured Data & Schema: Embed comprehensive Schema JSON-LD formats (Organization, Product, Offer, FAQ) into websites so AI bots can easily understand the structure of product catalogs and services.
• 3. In-Depth Content Backed by Empirical Evidence: AI models such as GPT-4o and GPT-5 prioritize citing content from organizations that provide actual data, specific case studies, and objective assessments rather than generic articles that simply recycle existing information.
• 4. Product Feed Integration Readiness: Standardize product catalog formats (following Google Merchant Center, Shopify, or WooCommerce standards) so they can be immediately integrated into Business Hub as soon as this feature becomes widely available throughout Southeast Asia.

Push – Get Ahead of the AI Commerce Wave with DPS.MEDIA's SEO & GEO Solutions

The era of conversational search waits for no one. Brands that establish their presence on ChatGPT early will gain a significant competitive advantage in reaching the highest-quality customer traffic in the years ahead.

DPS.MEDIA: Strategic Partner for Data Standardization & AI Search Optimization

With extensive experience in Digital Marketing, SEO-compliant website development, and process automation, DPS.MEDIA JOINT STOCK COMPANY is proud to be a pioneer in providing comprehensive optimization solutions for the AI Search era:

• Conduct comprehensive audits of brand visibility across leading AI models (ChatGPT, Perplexity, Gemini, Claude).
• Provide consulting and technical support for verifying official business profiles on OpenAI Business Hub.
• Design data architectures and implement internationally standardized Schema JSON-LD systems, making websites easier for AI models to recognize and cite.
• Develop GEO-compliant content strategies that help your products and services become the leading answers to customers' search queries.

Contact Information & Strategic Consultation Registration

Don't let competitors monopolize the most valuable recommendation positions on ChatGPT. Contact the team of experts at DPS.MEDIA today for consultation on a roadmap to accelerate revenue growth with AI Commerce solutions:

• Businesses: DPS.MEDIA JOINT STOCK COMPANY
• Headquarters address: 56 Nguyen Dinh Chieu, Tan Dinh Ward, Ho Chi Minh City
• Strategic Consultation Hotline: 0961 545 445
• Contact Email: marketing@dps.media
• Tax identification number: 0318700500 | Vietcombank Account Number: 1051160909
• Official website: https://dps.media

Frequently Asked Questions About Businesses in ChatGPT (FAQ)

Can businesses in Vietnam register for Businesses in ChatGPT yet?
Yes. The Business Hub management portal at chatgpt.com/business-hub now supports business profile registration and verification for businesses worldwide in regions where ChatGPT is available. The Business Agents feature is currently being piloted with e-commerce and online service businesses in the United States first, and will expand to other countries in the near future.

Does getting a verified badge on Business Hub help a website receive higher ranking priority in ChatGPT?
According to OpenAI's official announcement, profile verification does not mean that businesses receive preferential treatment from the algorithm or are automatically ranked higher in independent answers. ChatGPT continues to maintain objectivity when comparing products. However, providing accurate data helps AI better understand your services and display complete, accurate information when users make relevant search queries.

Can businesses that do not use Shopify upload their product catalogs to ChatGPT?
Yes. In addition to one-click integration through Shopify Catalog, Business Hub provides a self-service product feed upload feature (Self-service Product Feed). Businesses using WooCommerce, Magento, Haravan, or custom-built platforms can all export standardized product data for submission to the system.

How does DPS.MEDIA help businesses implement GEO optimization?
DPS.MEDIA provides end-to-end services, from assessing the current state of a brand's Entity, standardizing the website's JSON-LD Schema structure, and setting up compatible product feeds to creating in-depth, highly credible content. This ensures that brands are consistently recognized and accurately cited by AI search engines.