The competition in AI-powered shopping is intensifying as Google and OpenAI introduce new functionalities designed to streamline consumer purchases through their respective chatbots. Google is expanding its partnerships for Gemini-powered checkouts, while OpenAI is dedicated to refining how ChatGPT presents products to users.
This escalating rivalry sees Google collaborating with Gap Inc. to enable its Gemini AI assistant to facilitate direct purchases of apparel from any of Gap's brands, including Gap, Old Navy, Banana Republic, and Athleta. Concurrently, OpenAI has unveiled an updated shopping interface within ChatGPT, aiming to enhance the user experience.
Through Google's latest collaboration, users soliciting shopping recommendations from Gemini may now see products from Gap's portfolio, complete with an option to complete the purchase directly within the chatbot interface. Mirroring existing integrations with retailers like Walmart and Target, Gap will leverage Google’s Universal Commerce Protocol (UCP)—a standardized system intended to simplify transactions for AI assistants on participating retail platforms. As reported by CNBC, customers completing a purchase via Gemini will use Google Pay for checkout, with Gap managing the shipping logistics.
AI-assisted shopping is emerging as a significant trend as retailers seek innovative avenues for product discovery beyond traditional search engines. However, questions persist regarding consumer adoption of this shopping method. OpenAI recently confirmed its decision to discontinue a built-in checkout feature in ChatGPT, which had only launched months prior. Instead, OpenAI plans to collaborate with retailers to integrate their dedicated applications directly within ChatGPT, according to reports from The Information and CNBC. A Walmart executive also conveyed to Wired that sales generated through ChatGPT’s previous built-in checkout feature "have been disappointing."
Shifting its focus to optimizing product visualization within ChatGPT, OpenAI has announced that the chatbot will now support side-by-side visual comparisons of products, displaying pricing, user reviews, and key features. OpenAI further states that it has improved the "speed, relevance, and product coverage" in ChatGPT, enabling the bot to provide more current information. This enhancement is scheduled to roll out to all ChatGPT users, including those on free, Go, Plus, and Pro tiers, this week.
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