OpenAI is reportedly developing a checkout system within ChatGPT, which is raising concerns among retail startup founders. The functionality will allow users to complete transactions within the platform, requiring merchants to pay a commission to OpenAI. This shift is seen as significant, changing ChatGPT's role from a research tool to a revenue-driving affiliate. Concerns arise that this could lead to a "pay to play" environment, potentially disadvantaging small businesses in favor of larger brands. Founders suggest that AI tools might soon be viewed as storefronts rather than mere search engines, altering the ecommerce landscape.
Getting into the checkout game would be indicative of a different direction for OpenAI, which, back in December, said it had "no active plans to pursue advertising." OpenAI had previously considered restructuring into a for-profit company, but scrapped those plans in May.
Jimmy Zollo, the co-founder of adaptive clothing brand Joe & Bella, stated, "It fundamentally changes what it means to be an e-commerce brand. We can't be thinking of ChatGPT or other AI models just as search engines. Now, we have to be thinking about them as storefronts."
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