GMC Next is testing a new Brand option (in the Marketing section of the left-hand nav) that says:

"Coming soon: Shape how customers see your brand. Influence how your business appears on Search when customers type your brand name. You'll be notified when you're able to manage your brand profile."

Looks like brands will be able to review/add images, choose a business description (why "choose" and not "write"?) and review videos (but not add videos?). Keep an eye out for the email I guess! This feature was first mentioned at Google Marketing Live in May 2025.