"OpenAI's Instant Checkout feature - which allows users to search, shop and purchase within ChatGPT - was less a matter of if and more a matter of when, given more shoppers are starting their online search with AI chatbots."
""It's like Google and SEO all over again. How do you basically trick the system to make sure [your brand] shows up," said Martin Kristiseter, CEO of Digital Remedy, a performance marketing company."
""It's definitely interesting and we are getting client questions about it already," said Mike Feldman, svp of commerce at Flywheel. He later added, "Like much of AI, it's a bit of a wait and see with lots and lots of potential for disruption.""
OpenAI launched Instant Checkout, an in-app shopping feature that lets users search, shop and purchase within ChatGPT. Product discovery is shifting from traditional search engines and marketplaces toward AI-powered conversations, making AI chatbots a new battleground for brand awareness. Many shoppers already use AI tools for shopping; 68% of global shoppers have used tools like ChatGPT to shop. Competing large language models are rolling out comparable commerce functions. Ad spend has not yet broadly migrated to these tools, and marketers express cautious interest, fearing FOMO while anticipating potential disruption.
Read at Digiday
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