ChatGPT opens business profiles: what Belgian companies need to know

On 10 November 2026, OpenAI launched Businesses in ChatGPT in beta: a space to claim your company's profile and track its visibility. According to VentureBeat, claiming extends to markets where ChatGPT is available, not only the United States. For a Belgian company, it is a new place where people talk about you, whether you want it or not.

1. What OpenAI launched on 10 November

Businesses in ChatGPT has two parts, according to Siècle Digital. The Business Hub is used to manage company information and view statistics. Business Agents let you create an agent that answers users' questions about your products and services.

You can edit the description, category, photos and delivery and returns policies. Companies that sell online can also connect a catalogue with prices and availability. OpenAI approves changes before they are published.

2. What is open, and what remains American

According to VentureBeat, claiming a profile requires neither an Enterprise contract nor an advertising account. OpenAI may verify a claim by phone, business email, domain name or Shopify account. An identity check through Persona is then required to publish changes or see the statistics.

Two elements are limited to the United States at launch: Business Agents, reserved for American online sales and service companies, and claims for local listings such as shops and restaurants. Belgium is not named explicitly: only a real test will show whether your company can claim its profile.

3. What you see, and what you do not control

The Business Hub shows, over 28 days, clicks to your website, mentions and recurring conversation topics. OpenAI says it does not share users' conversations with businesses. Metrics only appear once minimum thresholds are met.

Claiming a profile guarantees neither better placement nor more sales, VentureBeat notes. The tools are free of charge at launch, but OpenAI has not ruled out charging later. According to Siècle Digital, a citation does not guarantee a click either.

4. Why it matters for a Belgian company

According to a study by the Belgian agency Twaalfde Man, reported by The Brussels Times on 14 October, among 2,000 Belgians aged 18 to 30, nearly twice as many respondents use AI tools as search engines to discover new brands. This figure applies only to that age group.

What these assistants say about you depends on your public data: website, Google profile, reviews, catalogue. A wrong or inconsistent detail shows up everywhere.

The AI lens, humans first

AI plays two roles here. On the ChatGPT side, an assistant reads your pages, profiles and reviews to compose an answer. On the company side, an AI tool can compare your opening hours, descriptions, prices and returns policies across your website, Google profile and directories in minutes, and flag the gaps. What stays human: deciding which version of the information is authoritative, writing the company description, and choosing whether to claim a profile whose terms may change. AI executes. Expertise decides, and keeps watch.