Profound 's CEO called ChatGPT's launch of business profiles one of the biggest
By Garett Sloane · November 15, 2026 · Curated by George's Blog
Profound's CEO called ChatGPT's launch of business profiles one of the biggest days in marketing. By claiming a verified business on ChatGPT, marketers do get more control than they had before, and some first-party data about things like "mentions." But there is still a lot of confusion about what verified businesses actually get. So I looked into it for Ad Age.
For one, not all mentions are mentions, at least by ChatGPT's definition. A brand mention only counts when ChatGPT links to its website. If someone asks about Nike and ChatGPT recommends it without linking to its site, that doesn't register as a mention in Business Hub.
Profound and other AEO and GEO companies quickly picked up on that distinction. It gives them a way to show they still have data ChatGPT won't be sharing, including how competitors appear in AI answers. It was interesting to see third-party vendors come to explain why their services are still essential.
One search advertising executive told me ChatGPT's new metrics could provide a valuable source of ground truth to test the accuracy of AEO and GEO providers. That's a potentially important development for an industry that has relied heavily on estimates and samples.
Meanwhile, brands are moving to claim their business pages. Retailer Gap told me it started exploring verification immediately after the launch. The retailer is eager to get data directly from OpenAI about how its brands appear in ChatGPT answers.
Then there are Business Agents, which eligible e-commerce and online service companies can use to speak directly with consumers inside ChatGPT. They're the same underlying chatbots used in Sponsored Agents, only consumers don't need to click an ad to reach them.
There's a lot for marketers to figure out here. Generative AI conversations can be difficult to control, OpenAI has rules against manipulative sales tactics, and brands won't get transcripts of individual customer conversations.
Kaitlin McGrew of PMG offered a useful tip for how to think of agents as a brand-builder: “Conversion is on the table, but the near-term value is engagement and staying top of mind, so ensure you are measuring both.”
The agents could become a new way to build relationships with shoppers, even when those conversations don't immediately lead to a purchase. And OpenAI says early tests are already showing consumers asking agents to recommend complementary products, such as lamps and carpets to go with a couch.
There's a lot of opportunity here, but brands still have to figure out how much of their presence on ChatGPT they can actually control.
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