Your Customers Have Moved into AI—Are You Still Waiting for Search Results?
Last Wednesday night, I was helping a friend who makes custom cakes reply to customers. The phrase she fears most: “Help me find some reliable nearby bakeries.” She used to stress over search results; now she asks ChatGPT first. I got stuck here too: I once assumed putting products into AI was just a big-company budget game, until I watched her receive link-backed recommendations three times in a row.
OpenAI Gives Brands a Little AI Storefront
The new Businesses test lets brands claim their profile inside ChatGPT, set up a dedicated assistant for buying questions, and see how often AI mentions them and how many people click through to their website. Buyers see a clearly labeled conversation rather than a standard answer, making it easier to distinguish a sponsored placement from an organic recommendation.
I know Maya, a digital services founder in Chicago who has already filled in the test page with her service scope, product descriptions, and response guidelines. What she finds most useful is not “being recommended,” but discovering pricing questions customers ask that she never explained clearly. Another group of users is US online retailers, who can connect inquiries to their own purchasing flow.
Still, this is not for everyone, and there are regional requirements: for now, assistants are being prioritized for US online retail and digital service providers. Eligible brand profiles can apply for free, while paid ad click-throughs are not fully available yet.
What Does Trying It Today Cost in Money and Time?
Claiming an eligible profile currently costs $0, and preparing the information takes about 1–2 hours. Going forward, I would budget 30 minutes per week to organize questions and update product descriptions. The technical barrier is low: being able to log in with an email and organize written material is enough. The first step is to enter the ChatGPT Businesses test, click “Claim your business” or a similar button, and confirm whether the brand qualifies.
I also messed this up: at first, I wrote only “We provide high-quality service,” which told customers nothing about what they could buy. The fix was simple: turn pricing ranges, delivery times, who the service fits, and who it does not fit into questions and answers, then ask a real customer to try several rounds.
Go by Your Stage—No Need to Rush Together
If I were just starting out, I would first organize the 10 questions customers ask most and test them manually in ChatGPT. There is no need to apply right away; making sure my brand speaks consistently is more practical for now.
If I already had 1–2 customers, I would claim the profile and invite customers to try the dedicated assistant, paying close attention to which links they click.
If I were scaling, I would have whoever owns marketing review mentions and click data once a week, then decide whether to put ad budget behind it. The tool is only the entry point; what really determines the result is whether I answer customers’ questions clearly and honestly.