Do Son 
Just as advertisers are devising new strategies to enhance brand visibility within conversational AI platforms—or to embed promotional content directly into AI-generated outputs—OpenAI has recently announced the introduction of a shopping feature within its ChatGPT service. This new functionality allows users to search for desired products through ChatGPT, review curated recommendations, and ultimately complete purchases via links directing them to specific product pages.
Initially, this feature will be available in select markets, including the United States. ChatGPT will leverage its previously introduced “Memory” function to understand users’ personal preferences and, combined with online reviews, offer tailored product recommendations.
OpenAI has emphasized that product recommendations within this feature are organized purely through natural ranking, with no paid promotions influencing the order of suggestions. When users click on a product image, additional sales links to platforms such as Amazon and Walmart will be displayed, guiding users seamlessly toward online purchases.
The reviews aggregated for this feature draw from a wide array of online sources, including community discussions on forums such as Reddit. Users will also have the option to customize their preferred review sources. Furthermore, if a user completes a purchase through an affiliate link shared within a review, the original author of the review will be eligible to earn a commission.
From a user experience perspective, this new functionality may pose a significant challenge to Google’s traditional search-driven e-commerce model. Many users might prefer the conversational, AI-assisted shopping approach offered by ChatGPT, potentially shifting traffic away from conventional search engines.
Nevertheless, with OpenAI integrating shopping capabilities into ChatGPT, it is anticipated that Google will soon respond by incorporating similar features into its Gemini AI service, seeking to preserve its dominance in online shopping referrals and brand marketing.
