On 10 November 2026, OpenAI announced a new service called Businesses in ChatGPT, potentially changing how customers discover and interact with businesses through artificial intelligence (AI).
For Australian small and medium businesses, this is an important development. However, before you rush off to claim your business, our advice at GOOP Digital is simple: hold off for now until we know more.
The new service has only just launched in beta, access is limited, some businesses are being directed to a waitlist, and OpenAI has not announced when the service will be fully available across all Australian business categories.
As your small to medium business AI Agency, GOOP Digital is investigating this development and what it means for businesses wanting to be found through ChatGPT and other AI search platforms.
What is Businesses in ChatGPT?
Businesses in ChatGPT is a new service allowing eligible businesses to claim and manage information about their organisation directly through ChatGPT.
In many respects, the concept is similar to Google Business Profile. A business can verify its ownership, update information about its products or services and help ensure customers are receiving accurate information.
OpenAI has introduced a management platform called Business Hub, which will allow eligible businesses to manage their profiles and access information about how people discover them through ChatGPT.
The service includes several potentially valuable features:
- Business verification and profile management
- Updating business descriptions, products and services
- Insights into how often a business is mentioned in ChatGPT
- Website clicks originating from ChatGPT
- Information about the subjects associated with business mentions
- Product information and pricing for eligible online retailers
OpenAI has also introduced Business Agents, allowing eligible businesses to provide an AI assistant that answers customer questions about their products and services. Initially, this feature is restricted to qualifying ecommerce and online service businesses in the United States.
These developments are significant because ChatGPT is no longer simply a tool people use to ask questions. It is increasingly becoming a place where customers investigate products, compare service providers and decide which businesses to contact.
When will Businesses in ChatGPT be available in Australia?
This is where things become a little less straightforward.
Businesses in ChatGPT officially launched on 10 November 2026, but it remains a beta service. That means OpenAI is still testing and introducing features to different business categories and markets.
OpenAI says eligible businesses in countries where ChatGPT is available can begin claiming their listings. This potentially includes Australian businesses, although eligibility depends on factors such as location, industry, verification requirements and the type of business.
Some business categories are currently being directed to a waitlist, while other options are identified as coming soon.
Importantly, OpenAI has not announced an official date for a full Australian rollout.
That means a retailer operating an online store may have different options from a local electrician, builder, funeral director, accountant or law firm.
Not every business will be eligible immediately, and some business types may remain restricted until OpenAI expands its verification and management systems.
Our recommendation is to avoid rushing through the process or assuming that every Australian business can register today.
Will claiming your business improve your rankings in ChatGPT?
This is an important distinction.
OpenAI has made it clear that claiming your business does not guarantee that ChatGPT will recommend your business more frequently or place it ahead of competitors.
Business verification and AI search visibility are two different things.
Claiming a listing allows eligible businesses to provide information directly to OpenAI. However, ChatGPT can continue recommending businesses whether or not they have claimed their listings.
For example, a plumbing business in Geelong might claim its business profile when eligible, but that does not automatically mean ChatGPT will recommend it when someone asks for an emergency plumber in Geelong.
Likewise, a Hobart accountant claiming a profile won’t automatically appear whenever someone asks ChatGPT to recommend an accountant in Tasmania.
For a business to be discovered through AI search, its broader digital presence remains important. That includes its website, service descriptions, geographic relevance, useful content and trustworthy information about the business.
This is why GOOP Digital continues to emphasise the importance of explaining what your business does and where it does it.
Why AI search visibility is becoming so important
According to OpenAI, ChatGPT now has approximately 1.2 billion weekly users worldwide.
That’s a substantial audience, and it reinforces why businesses need to understand how AI is changing the way customers search for information.
Traditional Google searches remain extremely important. However, customers are increasingly able to ask AI platforms detailed questions rather than simply entering a few keywords into a search engine.
For example, instead of searching for “roof restoration Geelong”, someone might ask ChatGPT:
Can you recommend a business around Geelong that specialises in restoring older tiled roofs rather than replacing them?
The difference is important. AI systems need to understand not only the services a business provides, but also its expertise, location and relevance to the customer’s particular question.
GOOP Digital helps Australian small and medium businesses improve their visibility across traditional search engines and emerging AI search platforms. As a small to medium business AI Agency, we focus on making business information clear, relevant and accessible so search engines and AI systems can better understand what a business offers.
This includes search engine optimisation, local SEO, service and location content, technical website improvements and AI search visibility.
These foundations remain valuable regardless of whether a business has claimed its ChatGPT listing.
What should Australian business owners do now?
Our advice is to be aware of the announcement, but don’t feel pressured into claiming your business immediately.
There is no published deadline requiring Australian businesses to claim their listings, and OpenAI has not indicated that businesses will be disadvantaged simply because they haven’t claimed a profile.
Instead, make sure your existing digital presence accurately represents your business.
Your website should clearly describe your products and services, identify the areas you operate in and provide useful information that helps potential customers make decisions.
Your Google Business Profile should also be accurate and maintained, including your business name, services, contact details and relevant geographic information.
If you already invest in SEO and content marketing, continue doing so. Those activities can strengthen the information available to search engines and AI platforms.
Most importantly, don’t confuse registering for a new platform with having an effective AI visibility strategy.
GOOP Digital is monitoring the Australian rollout
At GOOP Digital, we’re closely following the introduction of Businesses in ChatGPT and investigating how it will affect the small and medium businesses we work with across Australia.
With offices in Geelong and Hobart, GOOP Digital provides digital marketing services to businesses across regional Australia, helping them improve their websites, Google visibility and presence in AI search.
Our role as a small to medium business AI Agency is to help businesses understand these changes, separate genuine opportunities from the hype and make sensible decisions about their digital marketing.
We’ll continue investigating the eligibility requirements, verification process and availability of Businesses in ChatGPT for Australian businesses.
As the service develops, we’ll provide practical guidance about when businesses should claim their listings, what information they should prepare and how the platform fits into a broader AI visibility strategy.
For now, there’s no need to panic or rush into anything.
Businesses in ChatGPT is worth watching, but it’s still early days.
If you would like to understand how visible your business currently is through Google and AI search platforms, contact GOOP Digital to discuss your website, SEO and AI visibility.