How Arts Organizations Can Think About AI Connectors
How to Claim Your Organization’s Business Profile in ChatGPT
AUTHOR:
Capacity
On November 10, 2026, OpenAI announced a new feature that we think every arts and culture organization should know about: the ability to claim and manage your organization’s business profile in ChatGPT.
If you’re familiar with Google Business Profile, which allows organizations to manage how they appear in Google Search and Maps, or Google Search Console, which provides insights into how audiences discover your website through search, the concept will feel familiar. OpenAI’s new Business Hub brings elements of both to ChatGPT, allowing eligible organizations to manage their information and access new insights into how people discover them.
At Capacity, we’re cautiously excited about this development. We’ve been crying out for more meaningful data about visibility in AI search. Google has recently given us a few glimpses, including some interesting trends around AI Overviews, but we’re still missing much of the information we’d ideally want. This feels like another step in the right direction.
Why Does This Matter for Arts and Culture Organizations?
Around one in four ChatGPT conversations involve information searching, much like someone might have used Google in the past. Think about the kinds of questions people are asking ChatGPT:
“What are the best museums to visit in Denver?”
“What are some fun things to do in New York this weekend?”
“Where can I take my kids to see live theatre?”
These search prompts are research-driven, high-intent, and subject specific. In other words, the high-value search prompts where we want our arts and culture organizations to appear.
As more people use AI tools to discover attractions and plan visits, it’s increasingly important that these platforms understand who your organization is and what you offer.
Claiming your business profile gives you a new way to provide that information directly to OpenAI, including your organization’s description, website, category, and other key details.
This doesn’t replace a well-optimized website, accurate third-party listings, or strong structured data. But it creates another opportunity to help ChatGPT access accurate information about your organization.
A New Window Into Your Visibility in ChatGPT
Perhaps the most exciting part of this announcement is Insights, a new reporting feature within Business Hub.
Once your organization is verified, you’ll be able to access aggregated data about how people engage with your organization in ChatGPT, including:
Mentions: How often your organization appears in eligible ChatGPT results.
Website clicks: How often people click through to your website from ChatGPT.
Discovery topics: Broader themes associated with conversations where your organization appears
For those of us working in SEO and Answer Engine Optimization (AEO), that last one is particularly interesting.
We’ve long used Google Search Console to understand how audiences discover organizations through traditional search, but getting similar insights from AI platforms has been much more challenging.
Who knows what information you will uncover? A museum might discover that it’s frequently mentioned in conversations about family activities, while a performing arts center could see broader interest in things to do on a weekend.
There are caveats, of course. Business Hub won’t show us the specific prompts people are entering or their individual conversations. That level of detail would be super valuable, but it isn’t something we should expect these platforms to share, particularly given their privacy commitments.
And because reporting is aggregated and subject to minimum activity thresholds, some organizations may initially see limited data (something our niche industries and genres have often struggled with when researching keyword volume in SEO).
Still, this is a meaningful step forward. Understanding how frequently an organization appears, whether people click through to its website, and the topics associated with those appearances could provide valuable insights for future content and AEO strategies.
How to Claim Your Organization’s Profile in ChatGPT
The process is relatively straightforward, although you’ll need to verify that you’re authorized to represent your organization.
1. Visit ChatGPT’s Business Hub
Sign in to ChatGPT and open Business Hub to get started. You don’t need a ChatGPT Enterprise subscription or an advertising account to claim an eligible business.
2. Find your organization
Search for your organization’s name and select the appropriate listing. Availability varies by business type and location, so not every organization will necessarily have a claimable profile immediately.
3. Verify your connection to the organization
OpenAI offers several verification methods, depending on the business. These may include receiving a code through your organization’s email address or phone number, or adding a TXT record to your domain’s DNS settings.
If you’re using DNS verification, you’ll likely need assistance from whoever manages your organization’s domain.
4. Complete identity verification
Depending on your organization’s verification requirements, you may also need to complete an additional identity verification step through Persona.
5. Review your information and explore Insights
Once verified, review your organization’s description, website, category, and other details to make sure they’re accurate and up to date.
You can then explore the Insights dashboard to understand how your organization is appearing in ChatGPT.
For more detailed instructions, see OpenAI’s official setup guide.
What Happens Next?
Claiming your profile doesn’t guarantee that your organization will appear more frequently in ChatGPT recommendations. OpenAI has been explicit about this, and ChatGPT will continue to draw on other sources when generating answers.
But making it easier for platforms to find, understand, and accurately represent your organization remains an important part of building visibility.
We see Business Hub as another useful addition to the SEO and AEO toolkit, alongside strong website content, structured data, and accurate information across the wider web.
Our recommendation: if your organization is eligible, claim your profile, make sure your information is accurate, and start exploring the data available to you.
