OpenAI appears to be testing a tool that lets businesses claim their ChatGPT profile and track how often they're mentioned in answers.
OpenAI appears to be building a way for businesses to claim their profile inside ChatGPT and see how often they’re mentioned in its answers. It was spotted in testing and reported by Search Engine Roundtable on 6 November 2026. OpenAI hasn’t announced it yet, but if it launches it would be the first official, first-party measure of AI visibility.
Our view: this is the clearest sign yet that AI answers are becoming a channel you manage, the way Google Business Profile did for local search. The businesses that already show up in ChatGPT answers will get the most from it. The ones that don’t will finally have a number that tells them so.
Updated 8 November 2026. This is based on screenshots of a feature in testing, so details may change before launch.
What has been spotted so far
The feature sits under a “Claim your business in ChatGPT” banner and is part of a wider business hub. According to the person who found it, it was visible as early as August and now looks close to launch. Based on what has been shared, it would let a verified business:
- See how often the business is mentioned in ChatGPT conversations, with impressions and clicks to its website charted daily.
- Add current products and keep business details up to date.
- Set up a business agent that answers customer questions using information the business controls.
Verification appears to happen by connecting an existing account, with a Shopify store given as an example. It looks separate from ChatGPT’s ads and aimed at organic answers.
What it won’t tell you
The tool won’t show you the prompts people typed, any user data, or how you compare with competitors. So you’d see that mentions went up or down, but not why.
That matters. A mention count on its own is a scoreboard, not a strategy. You’ll still need to know which questions your buyers ask, which sources the AI trusts for those questions, and whether you appear in them. That’s the work that moves the number.
What it means for UK businesses
For most UK firms, the honest answer is: nothing changes today, but the direction is clear.
- AI visibility gets a proper measure. Until now, tracking ChatGPT mentions meant third-party tools that sample prompts. First-party impressions and clicks would show real reach. We’ve written before about why traffic is the wrong measure in AI search, and this would give a cleaner view of the leads side.
- Claiming your profile becomes basic housekeeping. If it follows the Google Business Profile path, an unclaimed or out-of-date profile will look careless to buyers who check.
- Being mentioned still depends on what others say about you. ChatGPT leans heavily on third-party sources, which is why AI cites review sites instead of your own website. A claimed profile adds your version of the facts. It doesn’t replace reviews, press coverage and clear pages on your own site.
What’s hype and what isn’t
The hype is that this will let you “control” what ChatGPT says about you. Nothing shared so far suggests that. You’d be able to supply facts and power a business agent, but the main answers will still draw on the wider web.
What isn’t hype is the measurement. Businesses have been asked to invest in AI visibility on trust. A first-party number from OpenAI would settle a lot of arguments about whether it’s working.
Three things worth doing now
- Check where you stand today. Ask ChatGPT, Gemini and Perplexity the questions your buyers ask and note whether you appear. Our free AI visibility check gives you a quick baseline.
- Tidy the facts AI tools read about you. Make sure your services, locations and contact details match everywhere: your site, Google Business Profile, directories and review platforms.
- Build the sources that get you mentioned. Earned coverage, reviews and clear, answer-first pages are what AI tools quote. Our AI SEO service focuses on exactly this, and our guide to ranking in AI Overviews covers the overlap with Google.
What’s still unknown
OpenAI hasn’t confirmed the feature, a launch date, which countries get it first, or whether it will be free. We don’t know how verification will work for businesses without a Shopify store, or how mentions will be counted. We’ll update this post when OpenAI says more.
If you want to know how visible your business is in AI answers before this launches, book a free strategy session and we’ll walk you through it.
Related reading: our guides to what AI SEO is and whether you need a GEO agency and an SEO agency.
Common questions
What is the ChatGPT business claim feature?
It’s a tool OpenAI appears to be testing that lets a verified business claim its profile in ChatGPT, update its details and see how often it’s mentioned in answers. OpenAI hasn’t announced it yet.
Will claiming my business control what ChatGPT says about me?
No. Based on what has been shared, you could add your own facts and run a business agent, but ChatGPT’s answers will still draw on reviews, press coverage and other websites.
Will the tool show which prompts mention my business?
No. It reportedly shows impressions and clicks but not prompts, user data or competitor comparisons, so you’ll still need other ways to understand why mentions change.
What should I do before it launches?
Check whether AI tools mention you today, make your business details consistent everywhere, and build the reviews, coverage and clear pages that AI tools quote.
